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

  • ID: 2217504
  • Book
  • 272 Pages
  • John Wiley and Sons Ltd
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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

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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.

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