Realizing the Benefits of a Marketing Intelligentsia

Authors: Bruce, Bev; Jordan, Tracy; Wills, Gordon

Source: Marketing Intelligence & Planning, Volume 12, Number 6, 1994 , pp. 21-34(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

MCB University Press has conducted databased marketing campaigns since1972, but has escalated its investment as new technologies and softwarehave become available. In-house staff have now designed and introducedan integrated customer environment (ICE). That affords not only majorproductivity gains but also a better platform for creative marketingthinking. Customer clubs have evolved for librarians and human resourceprofessional managers and for authors on the supply side. Intelligencehas been derived to direct worldwide field visit programmes to keycustomers and authors. And the relationship developed with customersprovides the foundation for the company's emerging strategies forcustomer-led product design in electronic publishing.

Keywords: Bpr; Customer Focus; Customer Profiling; Database Marketing; Electronic Publishing; Market Intelligence; Mcb University Press; Organizational Development; Organizational Restructuring; Promotion

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02634509410064196

Publication date: 1994-06-01

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