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Interactive Marketing Information Systems:

Towards High-Precision Market Communication through Electronic Media

Abstract

Utility industries are changing. The change brings with it new business opportunities and requirements for new ways of conducting business. In this paper we first identify trends toward the "personalization" of electronic communication media and raise questions regarding the implications of this trend for interactive marketing efforts. Later, we stress the idea that electrical utilities will face increasing demands to enhance sales and service communication in general -- mainly toward more personalized orientation. We propose that enhanced communication implies interactivity in the form of matching customer service organization and communication systems to that of individual customer decision making and communication styles. A decision making model is presented which offers a framework for understanding individuals and it is proposed that interactive communication systems can take into account individual styles and consumption history when presenting information and maintaining communication with customers in positive ways.

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