By Kim T. Gordon

Alert TV viewers who catch the on-screen tag -- "call, click, come by" -- at the end of Office Depot's spots probably don't realize they're witnessing a marketing revolution. And the emergent leader is a new, totally integrated approach, called multichannel marketing.

Customers decide where, when and how they want to shop. But unlike the old days, when each marketing channel might take a different approach and in-house departments maintained unique customer databases, now all channels strive to present a single point of information for and about customers. Direct-mail, e-mail, print and broadcast campaigns are linked. Instead of multiple customer databases, companies view customers as single individuals, taking into account all their buying activities and preferences in order to customize offers and increase sales.......[read more after logging in]

	Read the full article & hundreds more FREE! Login or register below. E-mail:*    Password:* First Name:    Last Name: Receive marketing information and offers from Kim T. Gordon Login Register » Privacy Policy | » Recover password