Realizing the Benefits of a Marketing Intelligentsia

Abstract

MCB University Press has conducted databased marketing campaigns since 1972, but has escalated its investment as new technologies and software have become available. In‐house staff have now designed and introduced an integrated customer environment (ICE). That affords not only major productivity gains but also a better platform for creative marketing thinking. Customer clubs have evolved for librarians and human resource professional managers and for authors on the supply side. Intelligence has been derived to direct worldwide field visit programmes to key customers and authors. And the relationship developed with customers provides the foundation for the company′s emerging strategies for customer‐led product design in electronic publishing.

Citation

Bruce, B., Jordan, T. and Wills, G. (1994), "Realizing the Benefits of a Marketing Intelligentsia", Marketing Intelligence & Planning, Vol. 12 No. 6, pp. 21-34. https://doi.org/10.1108/02634509410064196