Description

Book Synopsis
Precision Marketing chronicles the demise of marketing intuition and the rise of marketing science. It provides a definitive roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity.

Trade Review
“…a reliable pointer in the way marketing is developing…” (Financial Times, 31 March 2004)

Table of Contents
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.

Precision Marketing The New Rules for Attracting

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    A Hardback by Jeff Zabin, Gresh Brebach, Philip Kotler

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      Publisher: John Wiley & Sons Inc
      Publication Date: Publication Date: 27/01/2004
      ISBN13: 9780471467618, 978-0471467618
      ISBN10: 0471467618

      Description

      Book Synopsis
      Precision Marketing chronicles the demise of marketing intuition and the rise of marketing science. It provides a definitive roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity.

      Trade Review
      “…a reliable pointer in the way marketing is developing…” (Financial Times, 31 March 2004)

      Table of Contents
      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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