Rethinking marketing

RT Rust, Christine Moorman, Bhalla Gaurav

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

The article discusses the reinvention of marketing departments in order to focus on building long-term customer relationships. The strategy gives customer relationship management a priority over building brands. The reorganization of a marketing department into a 'customer department' which oversees research and development, market research, and customer service is discussed. The organizational transformation leads to customer profitability which can be measured in terms of customer lifetime value and equity. The service oriented Insurance Process Acceleration Framework used by International Business Machines Corp. is mentioned. INSETS: Idea in Brief;What Makes a Customer Manager?.
Original languageUndefined/Unknown
Pages (from-to)94-101
Number of pages8
JournalHarvard Business Review
Volume88
Issue number1
Publication statusPublished - 2010

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