Permission Intensity
CMR involves getting consumers to be interested in your firm and to participate with you in building a relationship. In an excellent paper, “A Comprehensive Analysis of Permission Marketing,” Sandeep Krishnamurthy, assistant professor in the Business Administration Program at the University of Washington, defines some useful terms:
Consumer interest An individual’s overall judgment of the effectiveness of the program in adding value to his or her life. If an individual receives promotional messages that are not well targeted or if the promotional messages are for disliked brands, he or she may well conclude that the program [relationship] is uninteresting… by Jim Scheuerman
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