Can continuous relationship marketing work in emerging markets?
Mike Sherman and Sungmi Chung
This paper outlines the continuous relationship marketing (CRM) challenges – poor data quality, poor direct marketing skills, and organizational resistance – unique to emerging markets and recommends practical ways of overcoming them.
can continuous
relationship marketing work in emerging markets?
Sungmi
Chung
McKinsey & CompanyMike
Sherman
McKinsey & Company
Introduction
Like their counterparts in
London
and
New York
, people living in
Seoul
,
Istanbul
,
Cape Town
and So Paolo are starting to receive sophisticated direct mailers and
telemarketing calls from both local and global companies seeking to build
consumer loyalty.
The marketing material received from credit card providers
differs according to the recipients spending patterns. Those who routinely
change...