IBM's green thumb
Article Abstract:
IBM Canada places major emphasis on the role of direct marketing in helping the firm achieve its goals of generating and managing sales leads. As such, the hiring of Judy Elder who was formerly connected with OgilvyOne Toronto was right for the firm which aimed to establish itself as the one-stop electronic business store. For IBM, direct marketing involves the use of database technology, electronic mail, telemarketing and Internet activities that help reach out to prospects and customers.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Customers at centre of CIBC strategy
Article Abstract:
CIBC has overhauled the structure of its Wealth Management department with a view of capturing a bigger share of the Canadian market for financial planning services. The new organizational structure has been described as 'customer-centric' in reference to the department's new philosophy that the most important asset is the customer, not the products that are being offered. The reorganization divides the department into groups that specialize in different customer segments.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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