Precision Marketing : The New Rules for Attracting, Retaining and Leveraging Profitable Customers
Jeff Zabin, Gresh Brebach, Philip KotlerISBN: 0471467618; 5-699-12710-0;
Praise for Precision Marketing "At Timex, we know about precision. For 150 years, we?ve built quality watches that tell accurate and exact time. Like other innovative companies, we also know about the need to deliver targeted and compelling marketing messages by taking advantage of new technologies and data analytics. In this book, Zabin and Brebach provide excellent guidance for doing just that!" ?Mark Shuster, Chief Marketing Officer, Timex Corporation "During my twenty-year career as an advertising executive, I was responsible for hundreds of millions of dollars spent on building powerful brand relationships. Yet, at the end of the day, I was never able to give our clients something they really wanted: deep, intimate knowledge about their customers. This book shows how, by utilizing precision marketing techniques, companies can uncover that intimate knowledge?and, ultimately, create increased shareholder value. The insights are illuminating,...
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