All consumers are not created equal
Subtitle: the differential marketing strategy for brand loyalty and profits
By: Garth Hallberg.
Publisher: John Wiley & Sons
Published: 1995
Place of publication: New York
Language: eng
Number of pages: 320
Subjects: Database marketing.; Direct marketing -- Data processing.; Brand loyalty.
Description: 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.

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.
Notes: Includes bibliographical references (p. 301-308) and index.