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Conversation Marketing

Apr 10, 2018

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alex kornfeind
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    How DO you FEELToday?Let me talk to you

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    WHAT IS

    MKTG?

    (and why we could think about conversation)

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    "MARKETING is not the art

    of finding clever ways todispose of what you make.

    It IS the art ofCREATING

    genuine customer value."Philip Kotler

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    Orjust a

    CONVERSATION?

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    "WHO the hell

    wants to hear

    actors TALK?H. M. Warner, Warner Brothers, 1927

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    IN the Ubiquitous New TECHSociety there ARE many

    CHALLENGESbutYOU can Build a better

    CONVERSATIONp r o g r a m !

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    1999 - 2.009

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    CONVERSATIONit has a very

    P R O F O U N D

    c a p a c i t y

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    Aconversations characteristics include:

    Its person to person; not role 2 role. People use normallanguage, not corporate-speak.

    Both sides talk, and what one says is dependent upon whatthe other has just said.

    Both parties are engaged in joint problem solving; neither

    is trying to win or prevail.

    Its designed to allow people with different views to learnfrom one another.

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    KEEP yourselfin CONTACT with:

    YOUR customersyour employees

    Yourinvestors

    your Critics

    yourFANS

    Your competition...ANYONE who has INTERNET

    access and an opinion.

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    Travel FIRMS ARE NOT

    Actors in THE

    LEADINGROLE!

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    TRAVEL Firms ARE

    Actors in THESUPPORTING

    ROLE!

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    ClientsARE in the HotSpot !THEY PAY FOR IT

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    HoweverThe Travel Firm CAN Win an

    OscarAs WELL

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    MUST ASK QUESTIONS!Is this business or marketing idea VALID?

    Is there something UNIQUE or distinctiveabout the Product and/or Service separating it

    from substitutes and competitors?

    Is there a clear MARKET for the product or

    service?

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    Are the FINANCIAL projections realistic and

    healthy?

    What are start-up costs and break-even points?

    Are the key management & technical personnelcapable, and do they have a track record in the

    industry in which they MUST compete?

    Does YOUR PLAN clearly describe how those

    providing capital will get their money back and make

    a profit?

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    T h e M K T G T o o l K i t

    Channels Tactics

    - TV/Cable - Coupons

    - Radio - Customer Promos

    - Magazines - Tradeshow Promos

    - Newspapers - Sales Force- Outdoor Metrics

    - Direct Mail - Reach

    - Tradeshows - Frequency

    - Cold Calling - Business leads/

    - Networking - Prospects

    Channels Technology/Tactics

    - Website - Personalization

    - Online Ads - Search

    - Email - Site Merchandising

    - Blogs - CRM System

    - Interactive TV - Web Analytics

    - Podcasting - Brand Reputation/

    - RSS Feeds - Monitoring

    - Mobile Ads - Content Syndication

    - Viral WOMM

    - Social Media Metrics

    - Conversion Rates

    - Cost Per Acquisition

    Traditional Marketing Tool Kit W E B M a r k e t i n g T o o l K i t

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    Hows goin?

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    U N I V E R S A LI D E N T I T [email protected]

    [email protected]

    Mobile number

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    Are you

    talking to me?

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    Then

    TALK!

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    Social Networks News &

    Bookmarking Blogs Video Sharing

    Photo Sharing Message

    boards Wikis Virtual Reality

    Social Gaming PodcastsRSS Social Media Press Release

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    W h a t i s m a r k e t i n g c o n v e r s a t i o n ?

    IS ABOUT TALK 2 UR CLIENT

    73% of active online users have read a Blog

    45% have started theirown Blog

    39% subscribe to an RSS feed

    57% have joined a social network

    55% have uploaded photos

    83% have watched video clips

    Universal McCanns Comparative Study on Social Media Trends, April 2008. 17,000

    respondents from 29 countries, *using internet at least every other day

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    T A L Ko p e n l yA B O U T

    YOU and YOUR

    FIRM!

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    You CAN LEARN what people are saying aboutYOUYou can CREATE buzz for events & CAMPAIGNS

    You CaN INCREASE brand exposure

    You cAn IDENTIFY and recruit influencers to

    spreadYOUR Message

    You can FIND new OPPORTUNITIES and customers

    You Can SUPPORT your products and servicesYou CAN IMPROVE your search engine visibility

    You can GAIN competitive INTELLIGENCEYOU CAN GET yourmessage out fast

    You Can RETAIN clients by establishing apersonal relationship

    You CAN BE an industry LEADER not a follower

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    Observeand

    LISTEN

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    SOCIAL MEDIA HELPS YOU91% say consumer reviews are the #1 aid to buying decisionsJC Williams Group

    87% trust a friends recommendation overcritics reviewMarketing Sherpa

    3 times more likely to TRUST peer opinions over advertising forpurchasing decisions

    Jupiter Research

    1 word-of-mouth CONVERSATION has impact of 200 TV ads

    BuzzAgent

    * Slide courtesy of Digital Influence Group

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    YESYOU

    CAN

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    YOU CAN connect

    and interact with

    friends, colleaguesand fans.

    Facebook andMySpace pages

    provide a micro site

    forYOUR

    BUSINESS within

    the social

    framework.

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    Your Client can see

    yourself and Your

    products as WELL.

    YOU can share

    experiences, Youcan SUGGEST a

    vacation or the right

    itinerary for a

    specific Trip.

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    You can update

    your clients

    about yourlastINITIATIVE

    YOU can debateand CO- Create

    new products

    with your

    CUSTOMERS.

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    You can follow

    YOUR

    CUSTOMERS onthe Micro Blog or

    either let them

    follow your firmfor events and PR

    Meetings.

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    Or Just TALKCompany Run SEMINARS

    Audio Tapes/DVDs

    T R A I N I N GMEDIA Interviews (TV, radio, podcast)

    Guest SPEAKERExcellent ONE to Many medium

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    Its a fact

    CONVERSATING require dedicatedresources: Time, SKILL, and meaningful spend

    Brand/

    Marketing

    eStrategy

    Product/Service

    The

    Business

    CONVERSATION

    STRATEGY

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    DONOT

    Keep

    yourCLIENTS in

    The BOX

    G

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    WIDGET

    & RSS

    are

    TALKING

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    CUSTOMER Integrated

    Into Process

    MONOLOGUEOne wayMass communication

    STATIC

    No interaction among customers

    Shotgun approachHard to identify customers

    Hard to manage customers

    BEFORE AFTER

    DIALOGUEOne-to-one marketingReal-time

    DYNAMIC

    Collaborative

    SegmentedRich customer interaction

    Rich customer data

    T d

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    TodayINTERNET demographics MeansIDENTIFING, understanding,

    collaboratively CREATING, and

    meeting a segment ofhuman

    and SOCIAL NEEDS, wants, desires,

    WISHES DIGITALLY.

    T t

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    TextGENERATION

    FACEBOOKGENERATION

    TechnoAgerGENERATION

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    Marketing (and selling) begin to

    work when a conversationmoves away from being a role-to-

    role exchange ofcapabilities,

    contracts, and costs, andbecomes a person-to-person

    interactive dialogue about ideas,

    beliefs, and perspectives.

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    It is NOT the strongest of thespecies that Survives, nor the

    MOST intelligent that survives. Itis the one that is the most

    adaptable to change.Charles Darwin

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    [Digital] is the centerpiece of a

    broader campaign. I think thats becomea real integral part ofhow we use the

    web, moving beyondjust promoting web

    addresses in TV spots orprint ads to really

    making them a critical part of thestorytelling for the brands.

    Rob Master

    Media Director, North AmericaUnileverMarch 2008

    Source: Advertising Age - http://adage.com/article?article_id=125663

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    Something remarkable is worth talking

    about. Worth noticing. Exceptional. New. Interesting.Its a Purple Cow. Boring stuff is invisible.

    Its a brown cow. Remarkable marketing isthe art of building things worth noticing right

    into your product or service.

    Seth Godin

    Author / Speaker / Marketing ExpertPurple Cow2002

    Source: Purple Cow/ Seth Godin / Page 3

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    FOLKS Hows

    goin?

    DO we FEEL

    Better?

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    Market segmentation

    involves consideringprospective buyersin terms of groups or

    segments thathave common needs

    and will respondsimilarly to a

    Marketing action.

    S i

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    Demographics

    ConsumerTASTES & preferences

    Purchase Decision DriversHopes

    FearsLovesExperiences

    Income DistributionLifestyle Changes

    Education Levels

    Source:Treasure Hunt: Inside

    the Mind of the New Consumer,

    Michael J. Silverstein with JohnButman, (Portfolio, 2006)

    Socio-Cultural Factors

    S i

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    ATTITUDESToward Foreign Goods & Services

    Toward Foreign Workers & Suppliers

    ConsumerismRegarding the roles of men & women within the society

    Toward youth & theirbehavior, capabilities, etc.Strong/Weak toward green issues

    Language impact upon diffusion of goods

    & services into marketsLeisure Time

    Populations lifespanAverage Age of Population

    Wealth of Older Generations

    Socio-Cultural Factors

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    Generation Y

    76 Million people born between 1978 - 2000

    Millienials, Net Generation, Echo Boomers,Google Generation, iGeneration

    Ongoing debate about where to begin andend a GENERATION.

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    NOWWhere the HELLmy Customers

    Are?

    TRAVE ING?

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    TRAVELLING?

    AT HOME?

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    AT HOME?

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    FISHING?

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    FLYING?

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    DREAMING?

    H Th A !

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    Here They Are!

    k

    http://www.ryze.com/index.phphttp://images.google.co.uk/imgres?imgurl=http://www.neteconomie.com/dbphoto/Entreprises/O/20010221211638-350.jpeg&imgrefurl=http://www.neteconomie.com/perl/navig.pl/neteconomie/guides/photos/fiche/20010221211638&h=350&w=350&sz=7&tbnid=W5q9xXSqK0m6vM:&tbnh=120&tbnw=120&prev=/images%3Fq%3Dorange%2Bmobile&start=1&sa=X&oi=images&ct=image&cd=1http://www.ebitv.jp/index.phphttp://disneymobile.go.com/disneymobile/home.dohttp://www.dlink.com/http://my.yahoo.com/http://en.wikipedia.org/wiki/Image:Skype_logo.pnghttp://en.wikipedia.org/wiki/Image:TiVo_Logo.png
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    Marketing landscape

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    AND

    What the HELLAre theyDoing?

    CONVERSATING

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    CONVERSATING

    C ti l MKTK

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    Conversational MKTKis nothing new. Its basically THE concept that

    PEOPLE respond better 2 LOWERED voices

    spoken IN credible TONES than they

    do 2 THE Aggressive in-ur-faceMktg speak as is evidences in everything

    from TV ads to the blabla of SO manyWebsite.

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    onversational MKTG isTHE engagement of social mediaby A corporation to promote their

    product or brand. It differs from

    traditional forms of"customer

    touch" because THE Companymay ENTER into AN onlinedialogue which is stored publicly

    in A FORUM or blog

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    CONVERSATION MKTG builds on

    the IDEA that we, as businesses, need 2 talk2 our customers in a human voice. We

    need 2 MOVE away from THEcorporate PR voice and adopt a

    friendly, more transparent approach 2the SALES and marketing of our productsand services.

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    76% ofConsumers dont believe

    that companies tell THEtruth in advertisements

    Yankelowich,2006

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    The truth is THAT consumers (andpurchasers or corporate decision-makers)

    are literally bombarded with

    messages of all kinds and the law oflarge numbers (send more messages and

    expect greater results) is increasingly less

    efficient under these conditions.

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    The awful truth ABOUT marketing is that

    it broadcasts messages to people

    who dont want to listen. much ofbusiness communication is written in

    contrived and artificial language,

    supposedly designed to impress, butactually signaling just how impersonal the firm and

    its professionals are. David Maister& Lois Kelly

    AS the authors ofThe Cluetrain

    Manifesto (Perseus Publishing, 2000)suggest, its TIME we stopped thinking of

    marketing as a one-way propagandacampaign.

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    From Strangerto Friend,

    Friend 2 Customerand

    Customer 2 LoyalCustomer

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    But

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    58%believe

    what a person

    like me says

    about anorganization(up from 51% in 2007)

    LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer

    http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf
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    78% aged 35-64and83% aged 25-34were likely to trust what they

    have seen, read or heardabout a company if someonethey know has alreadymentioned it to them.

    LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer

    http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf
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    56% of those aged35-64 and 63% aged25-34 were likely to share

    their opinions andexperiences aboutcompanies they trust ordistrust on the web.

    LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25-34) SOURCE: 2008 Edelman Trust Barometer

    http://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdfhttp://www.edelman.com/trust/2008/TrustBarometer08_FINAL.pdf
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    Curiosity

    Killed the Cat

    But keep

    the BUSINESSAlive

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    Now

    Instead of preparing a single promotional e-mail addressed to allTIP

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    Instead of preparing a single promotional e mail addressed to all

    your clients, it could be advantageous to prepare one for each

    customer group. In this case, you could write one for men and

    another for women.

    Create two e-mails that will each have a powerful message per

    customer group, a separate e-mail subject title and different

    originators to optimize the open rate.

    Next, create separate landing pages for each customer group; this

    will boost the consistency between the message sent and the offerdisplayed on your site. Lastly, present a product catalogue

    customized per target group.

    Your conversion rate will be much higher than it would be for a

    single, invariable campaign addressed to all your customers.

    This is a simple example but it illustrates the concept.

    You can apply this strategy with even greater segmentation to

    customize and optimize your campaign for many customer

    segments.

    TIP

    OF

    THE

    DAY

    [email protected]

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    Alex Kornfeind providesconsulting services which helps

    company's currently operate within

    the constraints of1.0 BUT B ready 2

    exploit THE converged 2.0! Ourdeliverables assist U in the

    move from separation, isolation n

    solitude 2 relationship,

    engagement and conversation.

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    Special thanks goes to Mr. Clooney, Mr.

    Pitt and Tactica, AFC Vancouver,

    Forrester Research, Advanced Media

    Production, 3Rsales, Napa Consulting,

    Brain Traffic, Toni Fish, Tue Esener,Seth Godin, Brand Dialogue

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    Usefull resources:Usefull resources:

    PR 2.0 BrianSolis.comPR 2.0 BrianSolis.com -- Social Media Today socialmediatoday.comSocial Media Today socialmediatoday.com -- Social Media Trader socialmediatrader.comSocial Media Trader socialmediatrader.com

    Web Strategy by Jeremiah webWeb Strategy by Jeremiah web--strategist.com/blogstrategist.com/blog -- Online Marketing Blog toprankblog.comOnline Marketing Blog toprankblog.com

    Groundswell Blog blogs.forrester.com/groundswellGroundswell Blog blogs.forrester.com/groundswell -- Chris Brogan chrisbrogan.comChris Brogan chrisbrogan.com -- Micropersuasion micropersuasion.comMicropersuasion micropersuasion.com

    Six Pixels of Separation twistimage.com/blogSix Pixels of Separation twistimage.com/blog -- PR Squared prPR Squared pr--squared.comsquared.com

    Groundswell Blogblogs.forrester.com/groundswell/2007/12/theGroundswell Blogblogs.forrester.com/groundswell/2007/12/the--postpost--method.htmlmethod.html -- Shannon Paul's Blogveryofficialblog.comShannon Paul's Blogveryofficialblog.com

    Measuring the influence of social mediaslideshare.net/DigitalInfluence/businessMeasuring the influence of social mediaslideshare.net/DigitalInfluence/business--impactimpact--ofof--socialsocial--mediamedia

    Social media Is....slideshare.net/leewhite/socialSocial media Is....slideshare.net/leewhite/social--mediamedia--isis -- What the F**K is social mediaslideshare.net/mzkagan/whatWhat the F**K is social mediaslideshare.net/mzkagan/what--thethe--fkfk--socialsocial--

    mediamedia

    The Social Media Manifestobriansolis.com/2007/06/futureThe Social Media Manifestobriansolis.com/2007/06/future--ofof--communicationscommunications--manifestomanifesto--for.htmlfor.html

    1. Bruce DeYoung, Marketing Your Charter Boat Enterprise: Putting Relationships to Work, Information Bulletin 206 (Ithaca, Ne1. Bruce DeYoung, Marketing Your Charter Boat Enterprise: Putting Relationships to Work, Information Bulletin 206 (Ithaca, Ne ww

    York: Cornell University, 1987).York: Cornell University, 1987).

    2. Leonard Berry, "Relationship Marketing," in Perspectives on Services Marketing (Chicago, Illinois: American Marketing Asso2. Leonard Berry, "Relationship Marketing," in Perspectives on Services Marketing (Chicago, Illinois: American Marketing Associaciation,tion,

    1983).1983).

    3. Bruce DeYoung and William Boldt, "Relationship Marketing: Putting Relationships to Work," in Cornell Cooperative Extension3. Bruce DeYoung and William Boldt, "Relationship Marketing: Putting Relationships to Work," in Cornell Cooperative Extension

    Marketing Manual, William Boldt, ed. (Ithaca, New York: Cornell University, 1988).Marketing Manual, William Boldt, ed. (Ithaca, New York: Cornell University, 1988).

    4. Barbara Bund Jackson, "Build Customer Relationships That Last," Harvard Business Review, LXIII (November4. Barbara Bund Jackson, "Build Customer Relationships That Last," Harvard Business Review, LXIII (November--December 1985),December 1985),120120--28.28.

    5. Theodore Levitt, "After the Sale," in The Marketing Imagination (New York: Free Press, 1983).5. Theodore Levitt, "After the Sale," in The Marketing Imagination (New York: Free Press, 1983).