Harvard Business Review

NOVEMBER 23, 2011

For traditional direct marketers, the Customer Relationship Management aspect of this may at first sound familiar, but the multi-channel digital world brings new twists to the game. They are building content supply chains that are guided by insights into customer behavior and replenished by customer-generated content.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

MARCH 11, 2014

The model involved an innovative combination of direct marketing through billboards and leaflets; diagnostic camps where technicians would screen scores of patients in an afternoon; changes to the supply chain to lower the cost of the pacemaker for selected hospitals; and the world’s first loan program for an implantable medical device.

Innovation 8

Innovation Venture Capitalist Company Supply Chain 8

Harvard Business Review

SEPTEMBER 6, 2013

I described in an earlier post how Tesco worked for years to improve its supply chain capabilities, then leveraged this value by using deeper customer knowledge to enrich customer experiences. As a direct marketer we have been good at customer intimacy. Of course, it''s a false dichotomy — you need both.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

NOVEMBER 3, 2014

These programs are essentially an online form of direct marketing. Traditionally the two most important factors in the success of direct marketing campaigns have been the list — getting the materials in front of the right audience — and the offer – offering them something that they will value and act on.

Technology 9

Technology Marketing Company CRM 9

Harvard Business Review

NOVEMBER 3, 2014

These programs are essentially an online form of direct marketing. Traditionally the two most important factors in the success of direct marketing campaigns have been the list — getting the materials in front of the right audience — and the offer – offering them something that they will value and act on.

Technology 8

Technology Marketing Company CRM 8

Harvard Business Review

APRIL 19, 2017

Rather than being undercut by new, lower-cost competitors in rapidly developing economies, such as China and India, companies have globalized their supply chains or offshored their production. The successful ones have, at least. The Necessity of Nonmarket Strategies.

Politics 10

Politics Supply Chain Offshoring Globalization 10