Beyond MaxiMarketing: The New Power of Caring and Daring

Beyond MaxiMarketing: The New Power of Caring and Daring

by Stan Rapp
     
 

The "prophets of the new marketing technology" provide a complete blueprint for "the new power of caring and daring, " including how to integrate new marketing modes and technologies into a unified strategy for gaining the competitive edge. The authors offer critical insights into how the new top performers of the Information Age around the world have rethought their… See more details below

Overview

The "prophets of the new marketing technology" provide a complete blueprint for "the new power of caring and daring, " including how to integrate new marketing modes and technologies into a unified strategy for gaining the competitive edge. The authors offer critical insights into how the new top performers of the Information Age around the world have rethought their way to marketing success. Illustrations.

Editorial Reviews

Barbara Jacobs
Rapp and Collins show that traditional methods of communications are no longer successful in building businesses. Their acronym for the 1990s is "TRC," or total relationship commitment, indicating that involvement with individuals, even small groups of like-minded souls, will pay off. After rehashing their maximarketing principles, they profile 15 companies, from manufacturers like LEGO Systems to retailers such as National Brands Outlet. Each includes in-depth interviews and details of programs. Harley-Davidson, for example, woos owners and dealers through its network of clubs, events, and licensed merchandise, among other programs, whereas Fidelity Investments promotes soft-sell information to its customers. Yet, is advertising, as they claim, truly dead? Only consumers know for sure.

Product Details

ISBN-13:
9780070513433
Publisher:
McGraw-Hill Companies, The
Publication date:
11/01/1993
Pages:
319

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