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Marketing Above the Noise by Linda J. Popky

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5 It All Starts with the Customer

Most organizations know who their customers are . . . at least on some level. But the question is, how well do they really know their customers?

I’ve been a customer of Macy’s Department Stores for a long, long time. It seems every week they’re sending me mailings about yet another sale. A couple of years ago, I got a notice in my bill that Macy’s would soon be sending me a specialized catalog, tailored to my specific buying habits. This sounded kind of interesting. Macy’s has the data to customize a catalog just for me. I’ve been shopping there for years. As a marketer, I was curious to see what Macy’s would do with what they knew about me.

The catalog that showed up in my mailbox was disappointing. My name ...

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