Precision marketing : the new rules for attracting, retaining, and leveraging profitable customers / Jeff Zabin and Gresh Brebach.

By:

Zabin, Jeff [author.]

Contributor(s):

Brebach, Gresh [author.]

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0471467618
9780471467618

Subject(s):

Marketing

DDC classification:

658.8 22

LOC classification:

HF5415 .Z23 2004

Online resources:

Contributor biographical information

Contents:

Foreword / Philip Kotler -- 1. The Rise of Precision Marketing -- 2. The Precision Marketing Cycle -- 3. Exploiting the Data -- 4. Precision Marketing in the Age of Gaia -- 5. Fifteen Minutes of Privacy? -- 6. The Precision Marketing Future.

Summary: 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.Review: "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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.8 ZAB (Browse shelf(Opens below))	1	Available		A297174B

Includes bibliographical references (pages 237-241) and index.

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.

Machine converted from AACR2 source record.

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