Proposal And Development Of The Direct Mail Method PMCI-DM For Effectively Attracting Customers

Abstract

Observations of recent changes in the marketing field reveal that a marketing and sales system that places further emphasis on interaction with the customer must be established. The authors conducted a demonstrative study that focused on creating effective direct mail and promotional advertisements for attracting customers to dealers. We consider these strategies to be elemental technologies vital to “forming ties with the customer.” Finally, the authors established “PMCI-DM” (Practical use Model of Customer Information for Direct Mail) and applied it at Company A, a foreign-funded automobile sales company. We were thus able to demonstrate this strategy’s effectiveness.