Interactive Marketing: Exploiting the Age of Addressability

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It's a marketer's dream — the ability to develop interactive relationships with individual customers. Technology, in the form of the database, is making this dream a reality. Now companies can keep track of customer preferences and tailor advertising and promotions to those needs. For instance, a grocery store system could note that you recently purchased a sample size of dishwashing detergent and could offer you a coupon to buy the large size. Blattberg and Deighton explore the impact of this development on marketing practice and give practical advice on designing a marketing database and staffing an interactive marketing department. They also address customer fears and the public debate over marketing and privacy.  

Robert C. Blattberg is the Polk Brothers Distinguished Professor of Retailing at the Kellogg School of Management, Northwestern University. John Deighton is Associate Professor of Marketing at the University of Chicago Graduate School of Business.

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