Spotlight on the New Marketing Organization

In: Business and Management

Submitted By frankieum
Words 5758
Pages 24

For the exclusive use of Y. Chen, 2014.


Unlock the Mysteries of Your Customer
Are you connecting with consumers the way they want you to? by Jill Avery, Susan Fournier, and
John Wittenbraker

This document is authorized for use only by Yin-Hao Chen in MARK-570_CONSUMER BEHAVIOR.SPRING.2015 taught by Rebecca Hamilton, at University of Maryland from December 2014 to June 2015.

For the exclusive use of Y. Chen, 2014.


ARTWORK Markus Linnenbrink
2010, c-print, epoxy resin on wood, 24" x 31"

Unlock the
Mysteries of
Your Customer
Are you connecting with consumers the way they want you to? by Jill Avery, Susan Fournier, and
John Wittenbraker


onsumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: People now expect companies to understand what type of relationships they want and to respond appropriately—they want firms to hold up their end of the bargain. Unfortunately, many brands don’t meet those expectations.
Despite the “R” in CRM and the $11 billion spent on CRM software annually, many companies don’t understand customer relationships at all. They lack
2 Harvard Business Review July–August 2014


This document is authorized for use only by Yin-Hao Chen in MARK-570_CONSUMER BEHAVIOR.SPRING.2015 taught by Rebecca Hamilton, at University of Maryland from December 2014 to June 2015.

For the exclusive use of Y. Chen, 2014.

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