整合营销渠道某汽车案例（英）.pptxVIP

Integrating All Direct Marketing Channels to Build Customer LoyaltyA BMW Case StudyKay Madati, Relationship Marketing Manager BMWArthur Middleton Hughes, VP for Strategic Planning M\S Database MarketingThe DMA 84th AnnualMcCormick Place, Chicago 1950 - 2000 Brands built by mass advertising1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising2001 BMW brings them all togetherHow brand marketing has evolved BMW customers want:A realization of the brand promisePerformance, safety, technolog