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Interactive Marketing: Exploiting the Age of Addressability
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By Robert C. Blattberg and John Deighton
Fall 1991
Reprint 3311
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Volume 33, Number 1, pages 5-14, 10 pages
Primary Topic: Marketing
SummaryIt'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. |
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