Precision Marketing: The New Rules for Attracting, Retaining and Leveraging Profitable Customers

ISBN-13: 9780471467618 / Angielski / Twarda / 2004 / 272 str.

Jeff Zabin; Gresh Brebach; Philip Kotler

Opis

Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers' specific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the world's largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.

Recenzje

a reliable pointer in the way marketing is developing ( Financial Times, 31 March 2004)

Spis treści

Acknowledgments.

Foreword by Philip Kotler.

Introduction.

1. The Rise of Precision Marketing.

2. The Precision Marketing Cycle.

3. Exploiting the Data.

4. Precision Marketing in the Age of Gaia.

5. Fifteen Minutes of Privacy?

6. The Precision Marketing Future.

Notes.

Index.

About the Authors.

O autorze

JEFF ZABIN is Director of Marketing in the Global Marketing Solutions group at Fair Isaac, the leading provider of customer analytics and decision technology. He is the coauthor of The Seven Steps to Nirvana.

GRESH BREBACH is President of the Brebach Group, specializing in marketing services. Previously, he served as a Director at McKinsey & Co. and a Managing Partner of Accenture.

Blurb

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, compelling, and highly actionable."
Steven Sjoblad, former president, Fallon Worldwide

"Today’s business environment demands that companies understand consumers by narrowly defined segments, and manage and value them accordingly. Jeff Zabin and Gresh Brebach do an excellent job of showing how precision marketing is the catalyst that allows a company to deliver increased value to consumers while also achieving greater financial returns for shareholders. This book is a must–read for any marketer trying to achieve either of these goals."
Michael J. Bragg, Founder
Online Strategies and Consumer Centric Marketing Services
ConAgra Foods

"With The Seven Steps to Nirvana, Jeff Zabin established his reputation as a thought leader in the area of technology–enabled business strategy. With the publication of this book, he extends that reputation deep into the realm of marketing.
Jim Anfield, President, Strategic Management Association

"Everybody knows mass marketing is dead, but until now nobody has taken the next step: figuring out how to target a company’s most profitable customers. Jeff Zabin and Gresh Brebach have tackled this job with Precision Marketing, an interesting, well–written, and well–researched book on the subject. Every marketer should read it."
Al Ries, coauthor, The Fall of Advertising and the Rise of PR