Precision marketing : the new rules for attracting, retaining, and leveraging profitable customers /
Zabin, Jeff,
Precision marketing : the new rules for attracting, retaining, and leveraging profitable customers / Jeff Zabin and Gresh Brebach. - xvi, 256 pages : illustrations ; 24 cm
Includes bibliographical references (pages 237-241) and index.
Foreword / The Rise of Precision Marketing -- The Precision Marketing Cycle -- Exploiting the Data -- Precision Marketing in the Age of Gaia -- Fifteen Minutes of Privacy? -- The Precision Marketing Future. Philip Kotler -- 1. 2. 3. 4. 5. 6.
This title chronicles the demise of marketing intuition and the rise of marketing science. It provides a roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity. "Today, the pressure to demonstrate marketing ROI has never been greater. That being the case, many companies are taking a hard look at how they allocate their marketing resources. They're taking a more scientific approach to marketing and treating it as a true business discipline. This means more rigorously capturing, analyzing, and manipulating customer data. And it means delivering narrowly defined messages that are differentiated, and designed to resonate with customers' specific wants and needs. This process is called precision marketing. The good news is that it can be readily deployed, thanks to a new breed of high-tech tools and analytical capabilities." "With this book, Jeff Zabin and coauthor Gresh Brebach show how these tools and capabilities can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to science fiction a la Minority Report, they provide a definitive road map for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage."--BOOK JACKET.
0471467618 9780471467618
2003020240
Marketing.
HF5415 / .Z23 2004
658.8
Precision marketing : the new rules for attracting, retaining, and leveraging profitable customers / Jeff Zabin and Gresh Brebach. - xvi, 256 pages : illustrations ; 24 cm
Includes bibliographical references (pages 237-241) and index.
Foreword / The Rise of Precision Marketing -- The Precision Marketing Cycle -- Exploiting the Data -- Precision Marketing in the Age of Gaia -- Fifteen Minutes of Privacy? -- The Precision Marketing Future. Philip Kotler -- 1. 2. 3. 4. 5. 6.
This title chronicles the demise of marketing intuition and the rise of marketing science. It provides a roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity. "Today, the pressure to demonstrate marketing ROI has never been greater. That being the case, many companies are taking a hard look at how they allocate their marketing resources. They're taking a more scientific approach to marketing and treating it as a true business discipline. This means more rigorously capturing, analyzing, and manipulating customer data. And it means delivering narrowly defined messages that are differentiated, and designed to resonate with customers' specific wants and needs. This process is called precision marketing. The good news is that it can be readily deployed, thanks to a new breed of high-tech tools and analytical capabilities." "With this book, Jeff Zabin and coauthor Gresh Brebach show how these tools and capabilities can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to science fiction a la Minority Report, they provide a definitive road map for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage."--BOOK JACKET.
0471467618 9780471467618
2003020240
Marketing.
HF5415 / .Z23 2004
658.8