Relationship Marketing

The Relationship Marketing Matrix – Bringing Order to Chaos

May 16, 2011

I worked with a CMO twelve years ago who complained about the changing marketing environment he was forced to deal with. “It’s so complicated I just don’t know what the right decision is most of the time.” Take note, this was twelve years ago. Marketing in general, and Relationship Marketing in particular, is a whole [...]

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How Thrifty Missed an Opportunity to Create a Brand

October 19, 2010

While traveling to LA last week, I had an experience with Thrifty Rent a Car that was an opportunity missed, an opportunity for them to demonstrate that customers are important. So what happened? Nothing exceptional, really, just a routine transaction that, if handled differently could have, at no cost to Thrifty, begun the shift from [...]

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Effective Marketing – a Positive Sum Equation

July 9, 2010

Business often thinks about marketing as a zero sum effort. “You pay me this much and I will give you equal value in return.” Well, to be effective, marketing needs to be positive sum. “You pay me this much and I will give you equal value and this much more in return.” This is a [...]

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