Precision Marketing The New Rules for Attracting, Retaining, and Leveraging Profitable Customers
| Author/creator | Zabin, Jeff Author |
| Other author | Brebach, Gresh Author |
| Other author | Kotler, Philip Foreword by |
| Format | Electronic |
| Publication Info | Wiley [Imprint] Hoboken : John Wiley & Sons, Incorporated |
| Description | 272 p. ill 24.100 x 015.800 cm. |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Summary | Annotation Today, the pressure to demonstrate <i>Marketing ROI</i> has never been greater, and many companies are taking a more <i>scientific</i> 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 <i>precision marketing</i>. 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 <i>Minority Report</i>, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2003020240 |
| ISBN | 9780471467618 |
| ISBN | 0471467618 (Trade Cloth) Active Record |
| Standard identifier# | 9780471467618 |
| Stock number | 00028608 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |