RELATIONSHIP MARKETING

Title	Author	Date
Multi-country telemarketing: centralise or decentralise? Deciding on a strategy for a multi-country campaign.	Celsius International	2012
Marketing in the now To create mobile experiences that create value for brands, you need to understand the context.	Blast Radius	2011
The Little Black Book of Customer Migration The first in George Patterson Y&R Sydney's Little Black Book series, which tackles marketing issues from a human perspective, treating the audience not as consumers but people you seek relationships with – the names in your little black book.	George Patterson Y&R	2011
The 5 Shares Kantar Retail's Guide to Retailer / Supplier Strategy for the next five years.	Kantar Retail	2011
The Big Picture According to Eric Pakurar, to build loyalty for your brand, you must find innovative ways to engage consumers at all touchpoints of the customer journey.	G2	2010
Shopping: Not About Product or Place, but Interaction Marketers want people to get closer to their brands, but retailers have always owned the direct relationship with shoppers. Retailers diligently research shopper needs, motivations, and behaviors to find ways to improve the experiences of people visiting their stores, but they do this more for their own benefit than for any individual brand.	Cécile Conaré	2010
Clearing the Segmentation Hurdles Effective, cost-efficient segmentation is the holy grail of email marketing.	Gretchen Scheiman	2009
Actionable Web Analytics Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands. These lessons help executives, marketers, web managers, designers, and developers take action based on the actual behavior of site visitors.	Jason Burby & Shane Atchison	2007
Back to the Future A presentation to the DMA Global Symposium which looks at the issues and the prospects facing Direct Marketing in the age of digital and convergence.	Trish Wheaton	2007
The Challenge of Happy Customers Paul Walker of GCI Group writes about how major brands don't know what to do with happy customers.	Paul Walker	2007
Direct Marketing Can't Get Lost In The Mail The postal hike in the US may nudge companies to think about direct marketing in new ways, says Lawrence Kimmel.	Lawrence Kimmel	2006
In With The Mob The Power of Word of Mouth by Aruna Natarajan of Mindshare.	Aruna Natarajan	2006
What Happens After The Click? Mark Taylor and Shane Atchison report on how success online is dependent on both the relevance of, and the customer experience with, content.	Mark Taylor	2006
China's Not-So-Golden Oldies The world's most populous country is set to become the world's largest ageing country, with implications for the generation who will have to support them, and for marketers too. Aruna Natarajan explains.	Aruna Natarajan	2005
Spam Spam Spam Spam In a world where consumers receive up to 3,000 commercial messages a day, how do you get existing and new customers to listen and engage? Wunderman puts the case for relationship marketing.	Simon Silvester	2005
The Power of Paper In the digital age, paper statements and transaction records will increasingly become extinct. In the area of the posted bank statement Henley Centre HeadlightVision believes that posted communications will continue to play an important role.	Mark Potts with Marcus Hickman and Karen Elton	2005
Being Direct: Making Advertising Pay From the pioneering 'father of direct marketing,' to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club and the high profile of L.L.Bean, the visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future.	Lester Wunderman	2004
How To Make Someone Fall For You Brand owners are good at making an initial hit with consumers, but lousy at forming deeper relationships, says Simon Silvester. If the brand can develop a sense of community with users, they'll come back for more.	Simon Silvester	2003