整合营销渠道BMW案例英文

Page-*IntegratingAllDirectMarketingChannelstoBuildCustomerLoyaltyABMWCaseStudyKayMadati,RelationshipMarketingManagerBMWArthurMiddletonHughes,VPforStrategicPlanningM\SDatabaseMarketingTheDMA84thAnnualMcCormickPlace,ChicagoTuesday,October30th200110:00AM–11:15AMPage-*Howbrandmarketinghasevolved1950-2000Brandsbuiltbymassadvertising1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising2001BMWbringsthemalltogetherPage-*BMWBuyersNotNecessarilyDrivenbyPriceBMWcustomerswant:ArealizationofthebrandpromisePerformance,safety,technology,innovationRecognitionServiceInformationConvenienceHelpfulnessPage-*HowBMWBuyersMakePurchaseDecisionsPersonalProfitfromPurchase=a(usefulnessofproduct)+b(perceivedbrandvalue)-c(moneycost)