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From the files of Ogilvy and Mather--the world's largest direct marketing agency--comes a revolutionary new approach to building brand loyalty: differential marketing. This book explains the concept of differential marketing, and shows how to use the technique to capture and hold a loyal base of consumers.
The Making of a Brand-Hostile World.
Why All Consumers Are Not Created Equal.
The Changing Nature of Brand Loyalty.
A New Strategy for Brand Growth.
The Promotion Paradox.
The Right Place with the Right Message.
Involving the Consumer with the Brand.
The Measured Impact of Brand-Loyalty Programs.
Enabling Differential Marketing Through Technology.
Advertising in the Differential Marketing Plan.
Sales Promotion and Trade Relations in the Differential Marketing Plan.
Putting Differential Marketing to Work.
Making Differential Marketing Pay.
Differential Marketing: The Conceptual On-Ramp to the Information Superhighway.
The Challenge to Change.
Epilogue: The Challenge to Change.