All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
Garth HallbergISBN: 0-471-12004-9;
All Consumers Are Not Created Equal ". . .This book. . .will open your eyes to a new marketing concept which may turn out to be of major importance."—David Ogilvy All consumers are NOT created equal. Some are vastly more profitable thanothers, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference. Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty—and old-fashioned profits—by communicating more directly and persuasively with the brand's most valuable customers. And itdoes so across all disciplines—advertising, sales promotion, and direct marketing. Developed at one of the world's leading marketing communications agencies, Ogilvy & Mather, and proven in the marketplace by clients like...
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