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PPT : Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study

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*1950 – 2000 Brands built by mass advertising
* 1985 – 2000 Database Marketing arrived, but not integrated with mass advertising.
* 1996 – 2000 The Internet arrived, but not integrated with DBM or mass advertising
* 2001 BMW brings them all together

How brand marketing has evolved

* BMW customers want:
o A realization of the brand promise
+ Performance, safety, technology, innovation
o Recognition
o Service
o Information
o Convenience
o Helpfulness

Two kinds of database marketing people

* In 2000, BMW built a robust customer and prospect database designed to:
o Provide a comprehensive view of the automotive and financial services BMW customer
o Deliver short term, incremental revenue through opportunistic marketing programs
o Increase customer loyalty through understanding and ability to deliver relevant, timely communication
o Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases

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PPT : Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study.ppt


PPT : Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study Category : BMW
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