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All consumers are not created equal : the differential marketing strategy for brand loyalty and profits

Author: Garth Hallberg
Publisher: New York : John Wiley & Sons, ©1995.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"All consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference." "Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Garth Hallberg
ISBN: 0471120049 9780471120049
OCLC Number: 32551950
Description: xiv, 320 pages : illustrations ; 24 cm
Contents: 1. A Call to Change --
2. The Making of a Brand-Hostile World --
3. Why All Consumers Are Not Created Equal --
4. The Changing Nature of Brand Loyalty --
5. A New Strategy for Brand Growth --
6. The Promotion Paradox --
7. The Right Place with the Right Message --
8. Involving the Consumer with the Brand --
9. The Measured Impact of Brand-Loyalty Programs --
10. Enabling Differential Marketing Through Technology --
11. Advertising in the Differential Marketing Plan --
12. Sales Promotion and Trade Relations in the Differential Marketing Plan --
13. Putting Differential Marketing to Work --
14. Making Differential Marketing Pay --
15. Differential Marketing: The Conceptual On-Ramp to the Information Superhighway --
Epilogue: The Challenge to Change.
Responsibility: Garth Hallberg.
More information:

Abstract:

"All consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference." "Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty - and old-fashioned profits - by communicating more directly and persuasively with the brand's most valuable customers. And it does so across all disciplines - advertising, sales promotion, and direct marketing." "Differential Marketing is an overarching concept that combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers."--Jacket.

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