资源描述：
《整合营销渠道——宝马案例英》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、IntegratingAllDirectMarketingChannelstoBuildCustomerLoyaltyABMWCaseStudyKayMadati,RelationshipMarketingManagerBMWArthurMiddletonHughes,VPforStrategicPlanningMSDatabaseMarketingTheDMA84thAnnualMcCormickPlace,ChicagoTuesday,October30th200110:00AM–11:15AM管理资源吧（www.glzy8.com），
2、提供海量管理资料免费下载！1950-2000Brandsbuiltbymassadvertising1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising2001BMWbringsthemalltogetherHowbrandmarketinghasevolved管理资源吧（www.glzy8.com），提供海量管理资料免费
3、下载！BMWcustomerswant:ArealizationofthebrandpromisePerformance,safety,technology,innovationRecognitionServiceInformationConvenienceHelpfulnessBMWBuyersNotNecessarilyDrivenbyPrice管理资源吧（www.glzy8.com），提供海量管理资料免费下载！PersonalProfitfromPurchase=a(usefulnessofproduct)+b(perceivedbra
4、ndvalue)-c(moneycost)-d(timeorinconvenience)HowBMWBuyersMakePurchaseDecisions管理资源吧（www.glzy8.com），提供海量管理资料免费下载！ConstructorsPeoplewhobuilddatabasesMerge/Purge,Hardware,SoftwareCreatorsPeoplewhounderstandstrategyBuildloyaltyandrepeatsalesYouneedbothkinds!Twokindsofdatabasemar
5、ketingpeople管理资源吧（www.glzy8.com），提供海量管理资料免费下载！In2000,BMWbuiltarobustcustomerandprospectdatabasedesignedto:ProvideacomprehensiveviewoftheautomotiveandfinancialservicesBMWcustomerDelivershortterm,incrementalrevenuethroughopportunisticmarketingprogramsIncreasecustomerloyaltyth
6、roughunderstandingandabilitytodeliverrelevant,timelycommunicationSecureBMW’splaceinitscustomers’livesbyidentifyingwhichhouseholdsaregoodtargetsforadditionalBMWpurchasesSituationAnalysis管理资源吧（www.glzy8.com），提供海量管理资料免费下载！BMWnowhasacentralsystemofmeasurementTheBMWReportCenterm
7、onitorscommunicationsandresponsefromprospectsandcustomersMeasurementincludescostperresponseandcostpersaleBMWnowhastheabilitytoviewprospectsaswellcustomersinitsuniverseThisallowsBMWtoviewthefullshopper-ownercyclefromfirstpointofcontact,throughsaleandcrosssaleThenewmarketingd
8、atabasecontainsabroadrangeofinformationontheBMWconsumerCampaign,response,andfinanc
