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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0887-6045
- DOI
- 10.1108/08876049210035953
- Publisher site
- See Article on Publisher Site
Abstract
Comments on the importance of communicating with customers anddeveloping a customer bond. Considers the SegmentofOnemarketing strategy which can help track, understand and respond toindividual customer behaviour. Illustrates the use of this techniquewith two examples. Concludes that this style of marketing successfullymarries oldfashioned service values with the benefits of moderntechnology which together can help build a business customer by customeron an individual, local, regional or national level.
Journal
Journal of Services Marketing – Emerald Publishing
Published: Mar 1, 1992