By Janet Rubio, Patrick Laughlin
Introduces a robust, ten-step method of forging powerful, life-long relationships with any company's most dear customersTwo former Dell executives became Fortune 500 experts display the particularly effectively, ten-step application they instituted on the world's number-one computing device producer for locating ecocnomic clients, construction and keeping lasting relationships with them, and allocating assets in response to their bottom-line worth: the Direct effect progress process. Rubio and Laughlin use interesting and instructive case stories in response to their studies at Dell, Xerox, Citibank, Mercedes Benz, Braun, and different most sensible foreign businesses to illustrate the process in motion and its extraordinary results.Janet Rubio (Austin, TX) led Dell's direct advertising and catalog courses and oversaw its 20 million buck promotional funds. In 1998 she based Direct influence, a best nationwide advertising business enterprise focusing on aiding businesses speed up and keep an eye on growth.Patrick Laughlin (Austin, TX) left IBM, the place he was once the company's top-ranking salesman, to hitch Dell as a advertising and marketing supervisor. At Dell, he constructed a variety of revenues courses and patron evaluate instruments.
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Sample text
As Janet sat at the little desk in her hotel room and Patrick reclined on the floor, a sort of vision of our system came to us. Imagine the scene: Outside, snow was whipping across the landscape. Inside, the place looked like a college dorm at exam time with papers, overhead transparencies, and empty coffee cups scattered about. We were rumpled, roadwhipped, and anxious. Then our previously disjointed lecture about databases, direct marketing, and mass customization distilled itself into a logical, self-contained, step-by-step procedure for managing prospects, customers, relationships, and markets.
One of the most potent features of the Direct Impact Growth System is in the application of what you have learned. We’ll discuss how you’ll use the measured results of your marketing efforts as feedback to modify the very beginning steps of your ongoing marketing efforts. This applied learning can help you identify changes that need to be made to your Market Development System or your Market Attack Plan. This incremental intelligence may cause you to change the contents of your database, the structure of your sales organization, or refine the level of reporting you need.
Direct marketing allows you to control the image and the message you present to customers all the way down to the individual customer. Direct marketing has an important role to play in branding and positioning companies and products and delivering messages that build relationships that allow you to extract maximum value. ❀ Direct marketing’s response mechanism creates the most powerful tool in the direct marketer’s kit: a database of information about customers and their specific responses to individual marketing initiatives.