Building holistic relationship communication programs in an interactive marketplace

This paper discusses a model of the communication processes that occur between marketers and their customers, for use in Customer Relationship Management (CRM).

Building Holistic Relationship Communication Programs In An Interactive Marketplace

A new communication process model

Don E. SchultzNorthwestern University andKirsti Lindberg-RepoCenter for Relationship Marketing

Introduction

The emergence of customer relationship management as a key managerial tool for the 21st century has created a new need to understand the communication activities and processes that occur between the marketer and the customer. In this paper, we provide a holistic model in which the company and the consumer perspectives are considered as co-equivalent parts of what we term a relationship communication system.

We begin by challenging the core assumptions of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands