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Customer Management Scorecard

Business Research Project

Technology is perceived by business organizations as one of the most important tools integrated within business practices and operations, especially in the field of marketing. Various technological tools target the need of the marketing industry to augment a business organization’s position in the corporate arena by assisting marketing teams in disseminating advertising or promotional materials targeted to specific segments within the consumer population. The ethical issue surrounding the use of marketing technology of business organizations, as well as perceived models for effective implementation of the permission-based e-mail messaging system as a marketing technique or approach within the French or European context, will be discussed in the remainder of this article.

Business Research and its Purpose

The Internet is one of the most common types of technological tools that marketing institutions use for advertising and promotional purposes. Direct marketing through the World Wide Web establishes immediate interaction with consumers with the aim of capturing the majority of the consumer population, and in the process contributing to the success of organizations. One such marketing process is the permission-based e-mail messaging system.

The purpose of the business research is to provide comprehensive information about permission-based e-mail messaging in business marketing and ethical issues surrounding the concepts of permission-based e-mail messaging is discussed. Moreover, the research study compares permission-based e-mail messaging practices between the United States and France in order to determine how ethical practices or operations will contribute to best practices within the field of marketing.

Business Problem

The problem confronting permission-based e-mail messaging systems as a means of business marketing is its ethical background. Ethical concepts related to this particular online marketing approach or technique include privacy of consumers, accuracy of information being provided by the business organization, copyright issues, and the right provided to consumers in accessing materials over the Internet (this answers whether information or data are accessed for free or not).

Although permission-based e-mail messaging systems in advertising and promotion seems to be instrumental in establishing intimate and strong relationships between the business organization and consumers, business organizations and marketing institutions need to address ethical considerations first prior to the implementation of this type of marketing approach or technique.

Data Collection Methods

The research study lasted for six months. Primary methods of obtaining data include the interview method and the acquisition of information or data through e-mail messaging online. The researchers interviewed two Europe-based business organizations located in France. These organizations apparently use the permission-based e-mail messaging system as one of their marketing techniques and approaches. The results gained from the interviews were interpreted through the researchers’ in depth understanding of marketing approaches.

Information obtained from e-mail messaging was drawn from messages sent to e-mail addresses registered to twenty business organizations who utilize the permission-based e-mail messaging system. The information being sent to registered e-mail addresses were studied for three months. The results of the observation of these e-mail messages were interpreted through information pertaining to best practices in conducting permission-based e-mail messaging marketing techniques or approaches.

Conclusion of the Research

Considering ethics in the implementation of permission-based e-mail messaging systems, especially in the French or European setting is highly important. Although the research has compared the marketing practices between the United States and France, the research study revealed that the perception of culture and ethics widely differs between these two nations, warning French business organizations to be on the look out for potential ethical issues or problems that might confront the adaptation of permission-based e-mail messaging systems within the country.

References 

Waring, T. & Martinez, A. (2003). Permission-Based e-Mail. Customer Management Scorecard.

            Bryan Foss, Merlin Stone, and Neil Woodcock. London: Kogan Page. Retrieved October

            24, 2008, from GALE Virtual Reference Library. Website: http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=GVRL&userGroupName=lincclin_spjc&tabID=T003&searchId=R6&resultListType=RESULT_LIST&contentSegment=&searchType=BasicSearchForm&currentPosition=1&contentSet=GALE|CX3472100042&&docId=GALE|CX3472100042&docType=GALE&docLevel=FULLTEXT_WITH_GRAPHICS 

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