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Electronic Resource

Realizing the Benefits of a Marketing Intelligentsia (1994)

Bruce, Bev ; Jordan, Tracy ; Wills, Gordon

Bingley : Emerald

Marketing intelligence & planning 12 (1994), S. 21-34

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ISSN: 0263-4503

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: MCB University Press has conducted databased marketing campaigns since1972, but has escalated its investment as new technologies and softwarehave become available. In-house staff have now designed and introducedan integrated customer environment (ICE). That affords not only majorproductivity gains but also a better platform for creative marketingthinking. Customer clubs have evolved for librarians and human resourceprofessional managers and for authors on the supply side. Intelligencehas been derived to direct worldwide field visit programmes to keycustomers and authors. And the relationship developed with customersprovides the foundation for the company's emerging strategies forcustomer-led product design in electronic publishing.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/02634509410064196

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