Relationship Marketing: Positioning for the Future
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers wil...
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| Veröffentlicht in: | The Journal of business strategy 1990-07, Vol.11 (4), p.16-20 |
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| container_title | The Journal of business strategy |
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| creator | Copulsky, Jonathan R. Wolf, Michael J. |
| description | This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers will watch personalized advertisements for cookies, toothpaste, and coffee at checkout counters equipped with video screens. In these instances and countless others, advertisers are finding new ways to communicate with their customers that capitalize on and leverage the long-term relationship between the advertiser and consumer. |
| doi_str_mv | 10.1108/eb060069 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0275-6668 |
| ispartof | The Journal of business strategy, 1990-07, Vol.11 (4), p.16-20 |
| issn | 0275-6668 2052-1197 |
| language | eng |
| recordid | cdi_gale_incontextcollege_GICCO_A8645696 |
| source | MEDLINE; Periodicals Index Online; Emerald Journals; Alma/SFX Local Collection |
| subjects | Advertising as Topic - methods Consumer Behavior Health administration Humans Marketing Marketing communications Marketing of Health Services - methods Merchandising Methods Persuasive Communication Planning Techniques Relationship marketing United States |
| title | Relationship Marketing: Positioning for the Future |
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