The Power of Marketing Innovation
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How can companies leverage interactive marketing to build a competitive advantage? What innovative tools exist to help advance customer research methods? How can companies revive dormant customers? Based on presentations made at The Conference Board's 1998 Marketing Conference, this report examines such marketing topics as one-to-one marketing, customer survey saturation, and lost-customer recovery. Executives from Colgate-Palmolive, IBM, and Kodak, and business experts from consulting firms such as The Alexander Group, Copernicus, and Strategic Interactive Group and others share their marketing vision and experience.