Process
”The internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing…it will take us to a world where process, not product, is king.”
Peter Sealey, HBR, July/Aug, ’99
Peter Sealey goes on to say “Processes like these [will] transcend brands… This process-based approach, focused on creatively meeting customer needs, is certainly a welcome alternative.”
DEFINITION
Process-Based Marketing is the application of an Automated Marketing Communications Management system to effectively change the marketing operating environment from one based upon static, job-defined, high volume, communications messages to a dynamic data-driven, real-time, communications flow executed on a 1-to-1, or very small segment, basis.
“What Is Marketing Management?”
David Parmerlee, AMA Marketing Toolbox
