All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits / Edition 1

All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits / Edition 1

by Garth Hallberg, Hallberg
     
 

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ISBN-10: 0471120049

ISBN-13: 9780471120049

Pub. Date: 10/10/1995

Publisher: Wiley

A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building

Overview

A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.

Product Details

ISBN-13:
9780471120049
Publisher:
Wiley
Publication date:
10/10/1995
Pages:
336
Product dimensions:
9.21(w) x 6.14(h) x 0.88(d)

Table of Contents

A Call to Change.

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.

Endnotes.

Index.

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