In 1986 Stan Rapp and Tom Collins fired the opening salvo in a global marketing revolution that profoundly changed the way goods and service are advertised,promoted and sold to the public. In Maximarketing,they replaced the hit-or-miss "shotgun" approach of mass marketing with a powerful,precise auditing system-based on computerized database technology-that marketers in such leading companies as Hewlett-Packard,Kraft General Foods,Marriot,Shiseido,and the House of Seagram quickly seized upon to target prime prospects and convert onetime users into lifetime customers. Now thoroughly updated to tackle today's new marketing challenges,the Second Edition of this treasured resource shows enterprising advertisers in manufacturing,service firms,retailing,and direct marketing continuum,to reach customers directly and seize competitive advantage.
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||6.00(w) x 9.04(h) x 0.98(d)|