Published by:
Harvard Business Publishing
Length: 11 pages
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Abstract
Faced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles. But the author believes that retailers and consumer goods companies can''t afford to ignore the new economies of scale the best marketing information systems offer. Today''s sophisticated technologies help companies sort massive amounts of information to target small groups of highly responsive customers almost automatically. The great Atlantic and Pacific Tea Co. (A&P), for example, is using point-of- sale scanning and frequent-shopper programs to build a sophisticated customer database. The mail-order company Fingerhut bases every catalog mailing and promotion on statistically determined predictions about customer behavior. And R.R. Donnelley and Sons, the world''s largest printer, is using leading-edge technology to offer customers everything from consumer and life-style data to customized individual publications. Through such technology, big companies can own niches the way smaller competitors do. But it''s not just a matter of size. Large companies without the vision to develop their own marketing IT will be left behind.
About
Abstract
Faced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles. But the author believes that retailers and consumer goods companies can''t afford to ignore the new economies of scale the best marketing information systems offer. Today''s sophisticated technologies help companies sort massive amounts of information to target small groups of highly responsive customers almost automatically. The great Atlantic and Pacific Tea Co. (A&P), for example, is using point-of- sale scanning and frequent-shopper programs to build a sophisticated customer database. The mail-order company Fingerhut bases every catalog mailing and promotion on statistically determined predictions about customer behavior. And R.R. Donnelley and Sons, the world''s largest printer, is using leading-edge technology to offer customers everything from consumer and life-style data to customized individual publications. Through such technology, big companies can own niches the way smaller competitors do. But it''s not just a matter of size. Large companies without the vision to develop their own marketing IT will be left behind.