He Who Is Always Right: Customer Relationship Management
Not all customers want a relationship. Of those who do, not all want the same depth. And even among those who seek deep, emotional relationships, different customers will respond to varied degrees of their interaction. Some customers might be thrilled if the sales person remembers their name, but others might desire an effusive, personalized relationship with the seller. Can a firm comprehend how its customers … [ Read more ]
Content: Article | Authors: Prashant Malaviya, Sarah Spargo | Source: INSEAD Knowledge | Subjects: Customer Related, Management
6 Levels of Customer Relationships
When Enough Is Enough: The Repetition Impact in Advertising
Marketers repeat their message because up to a certain point, repeated exposures to the message can lead to favorable impressions of the brand. Professor Prashant Malaviya examines the amount and type of ad repetition that would lead to a desired impact level.
Content: Article | Author: Prashant Malaviya | Source: INSEAD Knowledge | Subjects: Advertising, Marketing / Sales | Industry: Advertising