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| Author: | Kunoe, G. |
| Title: | On the ability of ad agencies to assist in developing one-to-one communication: Measuring "the core of dialogue" |
| Journal: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1124-1137 |
| Index terms: | Advertising Data bases Communication Relationship marketing Norway Europe |
| Language: | eng |
| Abstract: | The development of database marketing has brought new set of possibilities to marketers. The use of one-to-one communication is a new way of closing the gap btw. the clients' experiences and expectations. However, the realization of new one-to-one communication strategies has its limitations. According to Norwegian research presented here, the preconditions for carrying out one-to-one communication are only present to very limited extent. The possibility of the ad agencies assisting their clients in their efforts to exploit new individualized strategy by using marketing systems in their customer approach is very limited. The "core of dialogue" consists of six elements detailed in the paper. The expression made up from the six elements constitutes the preconditions for communicating in dialogue. That is why the phenomenon is named here "the core of dialogue". There is presented a tool for clients and agency managers to test their own ability to perform dialogue-based one-to-one communication. |
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