Marketing Communications

438 CHAPTER 13 DIRECT MARKETING database are personal data, including NAP (name, address, phone and e-mail, age), transaction (p ...

DATABASE MARKETING 439 improved targeting. The latter means that individuals may be reached with a relevant message improving re ...

440 CHAPTER 13 DIRECT MARKETING The growing importance of one-to-one marketing^53 has made it clear that generating and managing ...

DATABASE MARKETING 441 used to give a score (the likelihood of response or, in other words, the need of every customer for the p ...

442 CHAPTER 13 DIRECT MARKETING Privacy concerns With the rising use of databases linked to the growing desire to get to know in ...

RELATIONSHIP MARKETING 443 no marketing activities can be done via mail or phone at that address. The Advertising Standards Auth ...

444 CHAPTER 13 DIRECT MARKETING The fundamental importance of relationship marketing is related to the principle that customer s ...

MEASURING DIRECT MARKETING EFFECTIVENESS 445 In the customer’s mind, five elements determine the value of a loyalty programme: c ...

446 CHAPTER 13 DIRECT MARKETING Some publications have criticised the RFM score model as a poor way to measure loyalty. One prob ...

MEASURING DIRECT MARKETING EFFECTIVENESS 447 The beads and jewellery-making supply retailer Artbeads.com sends marketing e-mails ...

448 CHAPTER 13 DIRECT MARKETING Direct marketing communications should be well integrated into the IMC mix. First of all, differ ...

FURTHER READING 449 review questions What is direct marketing? What are the typical characteristics of direct marketing communi ...

450 CHAPTER 13 DIRECT MARKETING Figure 13.8 Evolution of turnover (€ millions) Figure 13.9 Turnover in different markets Case 13 ...

CASE 13 451 Photo 13.1 Ads that emphasise the fact that coffee moments need Lotus Source : Lotus Bakeries. on to the various cor ...

452 CHAPTER 13 DIRECT MARKETING Changes to the CRM programme As Figure 13.9 shows, Belgium is still the most important market fo ...

CASE 13 453 Step 1: Database It was first of all necessary to contact only the right consumers. Therefore, Lotus Bakeries instal ...

454 CHAPTER 13 DIRECT MARKETING with the brand: ‘Do you know a tasty recipe?’, ‘Could you come up with a catchy name for our new ...

REFERENCES 455 consumers in the database have voluntarily qualified themselves. For these consumers, Lotus Bakeries now has info ...

456 CHAPTER 13 DIRECT MARKETING (^20) Reinartz, W. and Kumar, V. (2002), ‘The Mismanagement of Customer Loyalty’, Harvard Busine ...

REFERENCES 457 (^63) Riechheld, F.F. and Sasser, W.E. (1990), ‘Zero Defections: Quality Comes to Services’, Harvard Business Rev ...