"Adaptive Marketing: Building an intuitive enterprise"


Mike Wittenstein


A new kind of business model

Customers buy based on their personal experience. During an actual purchase, they start to form their first impression of the product, the company, and the brand. This is where customer loyalty begins and, if all goes well, where it gains strength. That's the value proposition. But how do you make it happen? Quite simply, by sensing what your customers tell you in every channel; interpreting what that means; deciding how to respond -- then acting upon that decision.

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Mike Wittenstein, "Adaptive Marketing: Building an intuitive enterprise", IBM e-business Innovation Services, March 2000

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