Abstract
Relationships with customers are individual and private. Marketing to the individual makes fewer headlines than television and is less well understood. It is instructive to analyse companies that are expert in managing their customer interface, to understand their business models and their critical success factors.
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References
S. Kiener, ‘Megatrends 2000 — Challenges for Mail Order Businesses’, presentation to the Direct Marketing Association Conference, San Francisco, 1994.
C. Hopkins, Scientific Advertising, Bell Publishing, New York, 1923.
A. Perruzza, ‘The Customer Service Response/Retention Model’, presentation to the Direct Marketing Association Conference, San Francisco, 1994.
Teleculture 2000, Henley Centre, London, 1994.
Copyright information
© 1996 Stewart Pearson
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Pearson, S. (1996). Successful Business Models. In: Building Brands Directly. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-13771-8_2
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DOI: https://doi.org/10.1007/978-1-349-13771-8_2
Publisher Name: Palgrave Macmillan, London
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