MIT Sloan Website




STORE
Search   
 
Store Home View Cart Check Out Contact Us Help/FAQs


Business Ethics and Public Policy
Corporate Strategy
Financial Management
Human Resources
Global Business
Leadership
Information Systems
Technology and Innovation
Managerial Economics
Marketing
Operations
Service and Quality
Sustainability
Back Issues
Collections
SMR Home Page
For Faculty and Schools
Interactive Marketing: Exploiting the Age of Addressability
By Robert C. Blattberg and John Deighton
Fall 1991
Reprint 3311
Volume 33, Number 1, pages 5-14, 10 pages
Primary Topic: Marketing

Summary

It's a marketer's dream -- the ability to develop interactive relationships with individual customers. Technology, in the form of the database, is making this dream a reality. Now companies can keep track of customer preferences and tailor advertising and promotions to those needs. For instance, a grocery store system could note that you recently purchased a sample size of dishwashing detergent and could offer you a coupon to buy the large size. Blattberg and Deighton explore the impact of this development on marketing practice and give practical advice on designing a marketing database and staffing an interactive marketing department. They also address customer fears and the public debate over marketing and privacy.

OR

Includes one pdf to copy from.
Pricing is based on # of
copies made.

Info on pricing and academic discounts.


 
 
Copyright © Massachusetts Institute of Technology
1977-2009. All rights reserved.
877-727-7170, mitsmr@pubservice.com