© 2012 McGraw-Hill Ryerson Ltd. CRM: Customer Relationship Management CRM – Who are the most...
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Transcript of © 2012 McGraw-Hill Ryerson Ltd. CRM: Customer Relationship Management CRM – Who are the most...
© 2012 McGraw-Hill Ryerson Ltd.
CRM: Customer Relationship Management
CRM
– Who are the most valued customers?
– What are the best programs to meet their needs?
– How can we retain them?
1
Loyalty program data:
- Shoppers Optimum Card
- HBC Rewards
- Air Miles
LO 5
© 2012 McGraw-Hill Ryerson Ltd.
Suunto & Experiential Marketing
2
“Marketer-created brand interaction”
Social media can be used to:– engage communities– promote, monitor, and measure programs– identify brand advocates
LO 5
© 2012 McGraw-Hill Ryerson Ltd.
Corporate Social Responsibility
3
An organization’s consideration for society’s well-being.
LO 5
© 2012 McGraw-Hill Ryerson Ltd.
Societal Marketing Concept
4
Marketers can have a significant impact on the well-being of society and the environment.
– Cadbury Bicycle Program
LO 5
© 2012 McGraw-Hill Ryerson Ltd.
Partnership Marketing
– Brands with similar customers but different distribution channels (and products) can collaborate.
5
LO 5