Case Study: Miele Professional Partnership Programme: Putting data and telemarketing at the heart of a successful B2B business strategy
This case study describes how Miele teamed up with HSM to set up the Miele Partnership Support System, a one-stop-shop support system integrating all the facets of the business. The paper outlines the aims of the new strategy, the key stages, how it works and its results thus far, and concludes by discussing implications for the future.Interactive Marketing (2004) 6, 71–78; doi:10.1057/palgrave.im.4340270
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Document Type: Research Article
Publication date: 2004-07-01
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- This title is now published as Direct, Data and Digital Marketing Practice.