Successful marketing strategies: Targeting managers and customers

SummaryIn 2012, the exchange of experience held between the Documentation Group members explored the marketing strategies implemented by the documentation centres to target their customers as well as to convince their managers. These discussions kicked off with two presentations on the various aspects of the information management system at Deutsche Bahn AG: - The strategy regarding Enterprise Content Management (ECM) and how this strategy is deployed within the DB ProjektBau GmbH subsidiary through the application of an electronic Document Management System - The strategy for information and documentation security through the application of the Records Management System implemented within DB Konzern. This meeting was the opportunity to discover how Swiss Federal Railways (SBB) Heritage Foundation and the documentation centre at Latvian Railways (LDZ) implemented strategies targeting customers and managers in order to promote their activities. The Documentation Group’s activities reports for the period 2011 – 2012 are also published at the beginning of this document, giving an update of activities conducted over this past year and the projects in progress. All participants deserve our thanks for their contributions to the fruitful discussions that took place over the course of these two days. Enjoy your read!

Author:UIC - Documentation Centre

Date of issue: 2012

Bilingual edition (English and French)
79 pages,
ISBN:978-2-7461-2093-8