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MAP20071507422Kalyanam, KirthiThe Perfect message at the perfect moment / Kirthi Kalyanam and Monte ZwebenSumario: Contact with the customer at the right time, not too late or too early, and make it in the right format it's the most important variable on a marketing relationship. The business press and established formats are in decline but new, more effective media and formats are still envolving. This latest advance in relationship creates a continuous dialogue with customers, allowing them to hear just what they need to know, just when they need to know itEn: Harvard business review. - Boston. - November 2005 ; p. 112-1201. Empresas. 2. Marketing. 3. Publicidad. 4. Filosofía empresarial. 5. Marketing relacional. 6. Atención al cliente. I. Zweben, Monte. II. Title. III. Título: Harvard business review.