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Table Of Contents

How BMW Buyers Make Purchase Decisions
Two kinds of database marketing people
Situation Analysis
BMW Situation II
BMW Situation III
BMW Database Marketing Goals
How BMW measures return on investment
Controls and Measurement
Benefits to BMW
The Database
2001 Database Marketing Goals
BMW Relationship Marketing Objectives
Core Communications Program
The old welcome kit was:
The new BMW welcome kit
The Database Supports the Welcome Kit
Welcome Kit Fulfillment Process
The Loyalty Situation
Owner Communication Goals
Loyalty Building Newsletters
Newsletter Strategy
Newsletter Content
BMW Magazine Strategy - Before
Magazine Strategy Today
Goals of the Prospect Management System
Automated Database Processes
Testing and Implementation Strategy
Measurements of the Prospect Program
Measuring success through the dealers
Prospect Program Communications Strategy
Program Communications Objectives
Program Content Objectives
Prospect System Benefits
Quick Wins: X Factor Situation
X Factor Initiatives
X Factor: something new every quarter
X1 Women’s Program
X2: Certified Previously Owned Program
X3: Series 7 Launch
X4: Mini Launch
X5: Birthday Cards
Summary: BMW has put it all together
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Published by manishkpratap

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Published by: manishkpratap on Feb 11, 2011
Copyright:Attribution Non-commercial


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