All Consumers Are Not Created Equal
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All Consumers Are Not Created Equal
Author | : Garth Hallberg |
Publisher | : John Wiley & Sons |
Total Pages | : 340 |
Release | : 1995-10-10 |
Genre | : Business & Economics |
ISBN | : 9780471120049 |
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A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.
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