Facilitating customer relationships through marketing research

Date of publication: September 19, 2004

Abstract:

Proprietary panels have been adopted by many organizations to lower costs and speed up market research. Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships. This paper reviews how Kodak and its research agency have developed the Kodak Pro Labs Advisors Panel into a customer relationship tool through a variety of methods, highlighting the mechanics, challenges, and rewards.

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