Case Study: Miele Professional Partnership Programme: Putting data and telemarketing at the heart of a successful B2B business strategy

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Abstract:

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

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.im.4340270

Publication date: July 1, 2004

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