Front page news: the Salina Journal adopts geodemographic analysis - and blazes a trail for the newspaper industry

Article Abstract:

The Salina Journal in Kansas has introduced database marketing to obtain more subscribers and advertisers with greater cost efficiency. The marketing department of the newspaper utilized its own demographic information and also purchased data to make a computer map that resulted in an example of geodemographic marketing. These capabilities are marketed to advertisers as a value added service.

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Made to order: configurator software helps field reps bring the power of the enterprise to the point of sale

Article Abstract:

Order configurator software use information from a company's marketing, business, and technical departments to provide sales representatives with ordering specifications for a variety of product lines. The software allows a sales rep to quickly and accurately respond to requests from customers. Companies that produce customized products can especially benefit from this tool.

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Packing it in

Article Abstract:

Bundling, or offering a variety of services in one package, can increase customer loyalty provided that the united services provide value to clients. Bundles that provide too many or unrelated features can confuse or alienate customers. Companies should also avoid bundles of products that cannot provide a single point of contact for customers.

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