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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits (Не все потребители одинаковы: дифференцированная маркетинговая стратегия для завоевания лояльности к бренду и получения прибыли)

Опубликовано на портале: 30-10-2003
New York: John Wiley & Sons, 1996
Тематический раздел:
A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.

В книге описан новый концептуальный подход к маркетинговой практике, показывающий как создать новый тип лояльности к бренду, который приведет к росту прибыли (без роста маркетинговых инвестиций). Показано, как создавать базы данных потребителей, приносящих высокие прибыли, и использовать их для генерирования программ прямого маркетинга.

A Call to Change.
The Making of a Brand-Hostile World.
Why All Consumers Are Not Created Equal.
The Changing Nature of Brand Loyalty.
A New Strategy for Brand Growth.
The Promotion Paradox.
The Right Place with the Right Message.
Involving the Consumer with the Brand.
The Measured Impact of Brand-Loyalty Programs.
Enabling Differential Marketing Through Technology.
Advertising in the Differential Marketing Plan.
Sales Promotion and Trade Relations in the Differential Marketing Plan.
Putting Differential Marketing to Work.
Making Differential Marketing Pay.
Differential Marketing: The Conceptual On-Ramp to the Information Superhighway.
The Challenge to Change.
Epilogue: The Challenge to Change.
Endnotes.
Index.