Consolidation is key to success

As Alan Mitchell writes in his article “Giving customer-driven marketing new meaning” (MW November 25), we still find it hard to involve customers in the communication process even after all these years.

I see research companies “listening” to customers, and marketing communications companies “informing” customers, but the two processes still seem woefully disconnected. The benefits of integrating research and commun ications are significant.

I work in the manufacturing sector, where these benefits range from gaining leverage to compete successfully against cheaper rivals, to spotting opportunities to control internal costs. However, the key lies in bringing research and communications together to share knowledge and build a cohesive process. Perhaps we should practise communicating effectively between ourselves before we risk involving the customer.

Fran Bodley-Scott

Marketing consultant

Marketing In Control

Burnham

Buckinghamshire

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