04 - Customer relationship marketing (CRM)


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04 - Customer relationship marketing (CRM) Assess the opportunity for developing new products & services or refreshing old ones Scenario planning Identify customer problems Screen ideas internally Develop potential winning concepts Test products/services against concepts Optimise the marketing mix Assess alignment to a brand Track products/services post-launch Train and motivate all employees, including the sales force Train and motivate distribution channels and other external agents who can build and deliver your brand Define the process for remote interactive customer management - eBusiness & call centers Develop a plan for formal communications Advertising Direct marketing/mail/catalogs Events/exhibitions/fairs Literature/brochures/data sheets/price pages Promotions Public relations Sponsorships/co-branding/joint ventures Define your pricing policy Design your packaging Develop your store design/layout next

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