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Sinopsis
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.
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Acerca del autor
Garth Hallberg, Worldwide Director of Differential Marketing at Ogilvy & Mather, is one of the few people in the industry with extensive experience in both media advertising--at J. Walter Thompson--and direct marketing--at Ogilvy Direct. His clients have included such leading marketers as Kraft, Unilever, Seagram, Kimberly-Clark, Sears, and Ford.
De la contraportada
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 than others, 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 it does 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 Kraft, Unilever, Kimberly-Clark, and Seagram, this breakthrough approach to building stronger brands turns conventional marketing wisdom inside out:
True or False? Most of the profits of many brands--even big brands--come from less than ten percent of all households.
True or False? A brand's most valuable customers give more of their business to the competition than they do to the brand.
True or False? The overwhelming majority of brand volume comes from consumers who don't count or don't care.
All are true. And what they add up to is the need for a radical alternative to current mass market communication methods. Differential Marketing is an overarching concept that combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.
In All Consumers Are Not Created Equal, author Garth Hallberg provides the inside perspective on what makes Differential Marketing so effective. Best of all, he not only serves up a powerful new vision, but also offers practical advice about how to put it to work to build a healthier, more profitable brand.
In the iconoclastic tradition of David Ogilvy, a radical alternative to current mass market communications
Finally, a new approach to building brand loyalty that gives marketers a competitive edge in today's high-tech, high-stakes, brand-hostile environment. Developed at one of the world's leading marketing communications agencies, and proven in the marketplace by clients including Kraft, Unilever, Kimberly-Clark, and Seagram, Differential Marketing combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.
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- EditorialJohn Wiley & Sons Inc
- Año de publicación1995
- ISBN 10 0471120049
- ISBN 13 9780471120049
- EncuadernaciónTapa dura
- IdiomaInglés
- Número de páginas336
- Contacto del fabricanteno disponible
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits: Differential Marketing Strategy for Brand Growth and Profits
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Hardback. Condición: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Nº de ref. del artículo: GOR008732186
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All Consumers are not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profi
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits Hallberg, Garth
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits: Differential Marketing Strategy for Brand Growth and Profits
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John Wiley and Sons Ltd, United States, New York, 1995
ISBN 10: 0471120049
ISBN 13: 9780471120049
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Librería: WorldofBooks, Goring-By-Sea, WS, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR005227237
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All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits
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John Wiley & Sons, 1996
ISBN 10: 0471120049
ISBN 13: 9780471120049
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Tapa dura
Librería: Goldstone Books, Llandybie, Reino Unido
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All Consumers are not Created Equal : The Differential Marketing Strategy for Brand Loyalty and Profits
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All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits
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Hardcover. Condición: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Nº de ref. del artículo: 6545-9780471120049
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
Publicado por
John Wiley & Sons, 1996
ISBN 10: 0471120049
ISBN 13: 9780471120049
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Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In fair condition, suitable as a study copy. Dust jacket in fair condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,750grams, ISBN:9780471120049. Nº de ref. del artículo: 4121118
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All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits
Librería: AwesomeBooks, Wallingford, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Nº de ref. del artículo: 7719-9780471120049
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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
Publicado por
John Wiley & Sons, 1995
ISBN 10: 0471120049
ISBN 13: 9780471120049
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Tapa dura
Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780471120049. Nº de ref. del artículo: 9537580
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