Cingara, Ana and El-Murad, Jaafar (2007) Customer relationship management and the teenage market. In: Academy of Marketing Conference (AM2007), 03-06 Jul 2007, Egham, Surrey, UK. (Submitted)
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Just as mass marketing is declining in effectiveness, consumers are becoming more demanding. Not satisfied with buying products, they seek experiences. They are harder to please, and when displeased, tell each other on-line. An explosion of customer segments and more demanding customers than ever means marketers need to find new ways to reach them. Customer Relationship Management may be the solution. Teenagers are a promising segment. For years marketers have tried to build relationships with them. In the 21st century this is even more important, and an even greater challenge. The current generation of teenagers is the biggest and richest ever, as they are the children of the post-war baby boomers. Reaching this consumer segment is imperative for current business, and because today's teenagers are the consumers of the future. This is the first study to focus on teenagers' attitudes towards CRM. Teens are favourably disposed towards the idea of relationships with brands. They like customised communications and products, and to get this will share personal information with marketers. Whilst they did not demonstrate long-term brand commitment, it is the job of marketers to devise ways of relating with teenagers to maximise the longevity of their commitment to and engagement with the brand.
|Item Type:||Conference or Workshop Item (Paper)|
|Research Community:||University of Westminster > Westminster Business School|
|Deposited On:||06 May 2008 12:52|
|Last Modified:||17 Oct 2011 16:42|
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