For Marketing & Advertising Professionals

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	July 7, 2005 Organizing For Customer-Centric Marketing Evolving Database Marketing To Drive Customer Strategy by Elana Anderson with Eric Schmitt, Jennifer Joseph, Sally M. Cohen	Average: 10  (2 ratings)

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Executive Summary

Marketing communications is shifting away from mass media toward an approach informed by deep audience knowledge. This places database marketing groups — and the customer insight they have amassed — into the organizational spotlight. But many of these groups play a service-focused role that hampers customer-centric communication. To help firms map out a vision, road map, and skills portfolio for customer-centric direct-to-consumer marketing, Forrester has developed a four-stage maturity model.

TABLE OF CONTENTS

• The Role Of Database Marketing Is Inconsistent
• The Customer-Centric Marketing Maturity Model

RECOMMENDATIONS

• It's Not Just About Marketing — Think Customer Experience
• Capabilities Will Mature At Different Rates
• Supplemental Material
• Related Research Documents

This is an excerpt

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