4A策划奥美-Philips Brand Equity Board.pptVIP

Customer Relationship Marketing * Why Relationship Marketing A consumer perspective CRM as sustainable competitive advantage Media effect and media efficiency CRM: A consumer perspective The consumer (in Europe) is changing: Feel unconfident about their future * Need a feel of trust to buy * Trust from a brand will grow when the brand is more open and ‘on level’ with the consumer * If customers trust you, it will be easier to sell and they will come back for more... * = source: The Henley Centre CRM: Competitive advantage Where products become more and more similar, communication becomes