The conventional models of Customer Relationship Management are limited to gathering and storing all existing data on a company’s customers. Customer Intelligence goes much further: it analyzes all of this information in detail, and it presents tangible conclusions for management. Customer... Continue reading

Have you ever wondered why it is so difficult to find a President or Director General that has developed his or her professional career in the Marketing field? Why do only 20 of the 100 companies listed on the London Stock Exchange FTSE index have a member of their Board of Directors who has come... Continue reading

Abstract: The third edition of the Marketing Strategy Forum (MSF), organized by DAEMON QUEST, welcomed the most innovative Marketing ideas. Here we present the summary, in Ten Steps, of the “Recipes for Success for a New Customer Marketing”, from some of the best experts inside and... Continue reading

The million dollar question every company should ask itself is not “Should we loyalize?”, but rather “Who should we loyalize?” Werner J. Reinartz, professor at the prestigious INSEAD at Fontainebleau, has developed a meticulous study that throws away the prejudices that have... Continue reading

Abstract Since the beginning of the 20th century, companies have applied segmentation strategies for the design and commercialization of an offer, but they are still complex processes. Segmentation is the most critical process in Marketing strategy. The correct segmentation is that which allows... Continue reading