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All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
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 ...more
Hardcover, 336 pages
Published October 10th 1995 by Wiley
(first published September 26th 1995)
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It's good to know that a small portion of customers account for a disproportionately large slice of your annual revenue and sales. It's better to know who they are. It's best to know how to market to them. So happy to have had the opportunity to work at Ogilvy, the firm that pioneered some much in this area.