All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits

by Garth Hallberg

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.

Genres: Business

336 pages, Hardcover

First published September 26, 1995