News Brief
Merkle Shed 'Database' For 'Customer Relationship'
Sep 23, 2009, 4:34 PM
Merkle has introduced a new brand position to better reflect its value proposition within the rapidly changing marketing landscape. Merkle is shedding its "Database Marketing Agency" descriptor and will now be known as a "Customer Relationship Marketing Agency."
Merkle's new brand position follows the introduction earlier this year of Integrated Customer Marketing™, an optimization framework and approach designed to help organizations reengineer their customer marketing strategy and business processes to actively manage customer and prospect interactions throughout the customer lifecycle.
Integrated Customer Marketing helps companies become more customer-centric by informing the total customer experience - from strategic lifecycle management and marketing mix optimization, to comprehensive program development and the optimization of individual campaigns.--Nina Lentini
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