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Customer Specific Marketing: The New Power in Retailing
Brian Woolf's book changed the way companies do business. His Theory; Mass marketing is dead. Differentiated marketing-giving different offers to different customers is the new marketing wave. A graduate of Harvard business School and former CEO of Food Lion, Woolf shows how businesses have to practice the intelligent loss of business for greater profits by reorganizing your business along customer rather than product lines.
250 pages, Hardcover
First published May 1, 1996
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April 13, 2010
I really enjoyed learning about how Kroger keeps me a Kroger shopper, while I pursue my best economic interest by screwing over Walgreen's (I only shop there for prescriptions and deeply discounted coupon items available to anyone). It's a wonderful read for anyone in a business that makes money by selling to the same person more than once!! Highly recommended.
I gave it 4/5 because it is a bit dated -- one of the main examples is Ukrop's, which is now out of business. Also, I don't think the measurements are as useful to someone not in the retail business. Finally, there's a huge emphasis on "frequent card user" programs -- which is unlikely to catch on with someone who shops with you less than once a week. Or is it??? That's the question :) :) :) :)
I gave it 4/5 because it is a bit dated -- one of the main examples is Ukrop's, which is now out of business. Also, I don't think the measurements are as useful to someone not in the retail business. Finally, there's a huge emphasis on "frequent card user" programs -- which is unlikely to catch on with someone who shops with you less than once a week. Or is it??? That's the question :) :) :) :)
Displaying 1 of 1 review