Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity

Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity

by J. Walker Smith, Smith, Ann Clurman, Craig Wood
     
 

Nearly 70 percent of consumers say they are interested in products that shield them from all marketing and advertising. For marketers who rely on "force-feeding" marketing messasges to their prospects and clients, that is very bad news. Their marketing productivity is going to plummet. And people now possess the tools to exert control and block intrusive messages. In…  See more details below

Overview

Nearly 70 percent of consumers say they are interested in products that shield them from all marketing and advertising. For marketers who rely on "force-feeding" marketing messasges to their prospects and clients, that is very bad news. Their marketing productivity is going to plummet. And people now possess the tools to exert control and block intrusive messages. In this groundbreaking books the authors, leading executive s in one of hte world's leading research organizations, ouitline tomorow's blueprint for success. The model rsts on four corners of Precision, Relevance, Power, and REciprocity. ALl of this is driven by the ability to find Addressable attitudes of potential customers and speak to those attitudes with relevance, precision, power and reciprocity. The result will be the solution to the growing crisis to Marketing Productivity.

Editorial Reviews

Soundview Executive Book Summaries
In Coming to Concurrence, J. Walker Smith, Ann Clurman and Craig Wood, consumer trend experts from the marketing firm Yankelovich Partners, explain how concurrence marketing must replace traditional marketing models. They write that people are so pressed for time that they no longer have the patience for marketing that relies on saturation and intrusiveness. The authors explain that concurrence marketing is built on more precision, relevance, power and reciprocity, and use detailed case studies to describe how marketers can become more productive. Copyright © 2005 Soundview Executive Book Summaries

Product Details

ISBN-13:
9780970451583
Publisher:
Racom Communications
Publication date:
10/15/2004
Pages:
288
Product dimensions:
6.30(w) x 9.34(h) x 0.96(d)
Age Range:
15 Years

What People are saying about this

Paco Underhill
The Marketing Tool Makers at Yankelovich have done it again. Readable, relevant and insightful, Coming to Concurrence is another bestseller for the team of J. Walker Smith, Ann Clurman and Craig Wood.
CEO Envirosell Inc. Author of Call of the Mall and Why We Buy
Larry Light
a must-have addition to a marketing bookshelf. It deals with today's number one marketing issue: marketing productivity...and is a call-to-action challenging conventional marketing approaches. Tapping into the gold mine of Yankelovich Monitor, and mixing with the keen observations of the authors, this thoughtful and thought-provoking book generates insights and uses this information to yield practical marketing actions.
Executive Vice President, Global Chief Marketing Officer McDonald's Corporation
Jody Bilney
...a riveting analysis of what's going on in today's marketplace. The insights in this book are deep and profound-- in particular, the innovation of Addressable Attitudes ...an important advance that marketers like me have needed and wanted for years....required reading for every serious marketer.
Executive Vice President and Chief Marketing Officer The Charles Schwab Corporation
Scott Robinette
About Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity

Prepare to be enlightened by groundbreaking insight into perhaps the greatest challenge facing marketers today-- why marketers must transform their thinking and actions to show customers how much they care and, once again, give them a reason to believe.
President, Hallmark Loyalty, A Hallmark Company; Co-author of Emotion Marketing

Read More

Meet the Author

J. Walker Smith, president of Yankelovich + Partners, has been described by Fortune magazine as "one of America's leading analysts on consumer trends." Ann Clurman, Senior Partner at Yankelovich, has been described by US News & World Report as "one of the best researchers and generation-watchers" in America. Craig Wood is president of MONITOR MindBAse division of Yankelovich and is a nationally recognized expert on data solutions and consumer motivations.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >