Predatory Marketing: What Everyone in Business Needs to Know to Win Today's American Consumer

Overview

Predatory Marketing contains vital new national consumer surveys worth hundreds of thousands of dollars that you can put immediately to use, whether you are in retail, manufacturing, or a service industry. And it contains Britt Beemer's revolutionary prescriptions for improving your advertising, public relations, customer service, and strategic planning. These aren't just theories - these are proven methods backed by compelling never-before-published research and statistics on the buying habits of American ...
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New York 1997 Hardcover 1st Edition Brand New in Brand New jacket First Editions. 8vo-over 7?"-9?" tall. 288 pp. Book and dj are flawless.

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Overview

Predatory Marketing contains vital new national consumer surveys worth hundreds of thousands of dollars that you can put immediately to use, whether you are in retail, manufacturing, or a service industry. And it contains Britt Beemer's revolutionary prescriptions for improving your advertising, public relations, customer service, and strategic planning. These aren't just theories - these are proven methods backed by compelling never-before-published research and statistics on the buying habits of American consumers and purchasing agents. Predatory Marketing shows how to outsmart rivals by being the first to understand the impact of changing customer preferences. It reveals a mine of new survey research showing precisely how consumers define quality service. (Did you know that the average female consumer cares more about clean bathrooms than helpful sales assistance?) It gives precise information on how to determine whether a niche is big enough to support a business venture - and whether it is small enough to avoid attention from corporate giants. And it teaches businesspeople how to conduct same of their own survey research. Most extraordinary is Beemer's central message that the only way to increase market share is to attack competitors at their strong points, not their weak ones. If you want to win market share, you have to convince consumers that the major things your competitors do well you can do better.
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Editorial Reviews

Library Journal
Beemer used his knowledge as a campaign manager reading and interpreting polls to become founder and CEO of America's Research Group, which conducts surveys on consumer and corporate behavior. In this work, he intends "to inform you of ways to find out more about your customer, your competition's customers, and trends in the marketplace." He offers numerous practical examples of how to plan a marketing strategy, contending that a predatory approach is needed to increase market share. By attacking a competitor's strengths, it is possible to take customers away. Beemer also details how to implement a market strategy and how to be a "niche player." Although many books have been written about company marketing (e.g., Jill Griffin's Customer Loyalty, LJ 1/95), this one emphasizes using customer information to make decisions. For business collections.-Kathy Shimpock-Vieweg, Muchmore & Wallwork Lib., Phoenix
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Product Details

  • ISBN-13: 9780688148362
  • Publisher: HarperCollins Publishers
  • Publication date: 1/28/1997
  • Edition number: 1
  • Pages: 277
  • Product dimensions: 6.45 (w) x 9.67 (h) x 1.13 (d)

Table of Contents

Acknowledgments
Introduction
1 What the Numbers Tell 1
2 Everything You Need to Know About Trends 24
3 Implementing a Marketing Strategy 53
4 The Numbers Business Is a People Business 77
5 The Vision 103
6 Never Underestimate the Competition 126
7 A Predatory Strategy 150
8 The Niche Player 173
9 The Long-term Strategist 200
10 Customers for Life 227
11 Nothing Is Constant but Change 260
A Personal Note from the Author 274
Notes 278
Index 282
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