Intelligence in marketing: the marketing of permission as a tool for capturing the clients’ loyalty

o marketing de permissão como ferramenta para a fidelização de clientes

Abstract

Discusses the utilization intelligence derived from information based on the adoption of (intelligent) permission marketing as a way to capture the clients' loyalty. The concept which takes into consideration the client is related to the use of marketing to consolidate the engagement of enterprise with the client, enabling, thus, the best positioning of the organization in the market. It is also taken into consideration the need of anticipation as a strategy for adoption of a stance pro- active to the demands of the clientele, in order to guarantee customized services and products. Moreover, the case of Amazon.com is discussed as an example of the application of permission marketing on the web, where the focus on the client is directly associated with the management of the organizational intelligence.