000			03179cam a22004214i 4500
005			20221101185343.0
008			030915s2004 njua b 001 0 eng d
010			_a 2003020240
011			_aBIB MATCHES WORLDCAT
020			_a0471467618 _qHbk
020			_a9780471467618 _qHbk
035			_a(DLC) 2003020240
035			_a(OCoLC)53097433
040			_aDLC _beng _erda _dATU
042			_apcc
050	0	0	_aHF5415 _b.Z23 2004
082	0	0	_a658.8 _222
100	1		_aZabin, Jeff, _eauthor. _91048220
245	1	0	_aPrecision marketing : _bthe new rules for attracting, retaining, and leveraging profitable customers / _cJeff Zabin and Gresh Brebach.
264		1	_aHoboken, N.J. : _bJohn Wiley & Sons, _c[2004]
264		4	_c©2004
300			_axvi, 256 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 237-241) and index.
505	0	0	_tForeword / _rPhilip Kotler -- _g1. _tThe Rise of Precision Marketing -- _g2. _tThe Precision Marketing Cycle -- _g3. _tExploiting the Data -- _g4. _tPrecision Marketing in the Age of Gaia -- _g5. _tFifteen Minutes of Privacy? -- _g6. _tThe Precision Marketing Future.
520			_aThis 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.
520	1		_a"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.
588			_aMachine converted from AACR2 source record.
650		0	_aMarketing. _9320436
700	1		_aBrebach, Gresh, _eauthor. _91048221
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/bios/wiley046/2003020240.html
907			_a.b10858878 _b10-06-19 _c27-10-15
942			_cB
945			_a658.8 ZAB _g1 _iA297174B _j0 _lcmain _o- _p$43.20 _q- _r- _s- _t0 _u2 _v9 _w1 _x0 _y.i12029014 _z29-10-15
998			_a(3)b _a(3)c _b06-04-16 _cm _da _feng _gnju _h0
999			_c1148530 _d1148530