Customer Share Marketing

How the World's Great Marketers Unlock Profits from Customer Loyalty

Tom Osenton

284 pages, parution le 19/06/2002

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Résumé

A one-percent increase in customer share is equal to a five-percent increase in market share.

Hitting the market share wall
Increasing market share can be a very expensive proposition. Instead, leading-edge marketers are turning to customer share growth as a powerful, effective, and inexpensive way to increase sales as well as profits.

Unlock the power of customer loyalty
Your best customers may be exceedingly loyal, but loyalty alone won't make them better customers. One-to-one, permission-granted marketing can help you cross that bridge.

Retain customers and grow customer share
Properly deployed, a customer share marketing strategy creates a mutually rewarding relationship between you and your customers. Discover the best ways to deepen your relationship with customers you've already invested to acquire.

Marketing in the next economy With market share reservoirs largely drained, a customer share marketing focus is the next logical step in the evolution of marketing. Through real-world examples, apply the experiences of the world's great marketers to your company, large or small.

More sales, greater loyalty from your best customers!
Over the last half-century, the leading marketers, advertisers, and business schools in the United States and around the world have focused on the art of growing market share as the primary means of growth for a business. Today, attempts to expand market share are often prohibitively expensive and only marginally effective at best. Author Tom Osenton, the world's leading authority on customer share marketing, offers a compelling alternative for today's marketers who are compelled togenerate growth.

Customer Share Marketing:

Shows how large and small companies can systematically mine current customers and benefit from customer loyalty
Demonstrates how the world's leading marketers-including American Express, BMW, Coca-Cola, Frito-Lay, and Johnson & Johnson-are applying customer share marketing strategies to grow revenues
Contains over 30 real-world best practice acquisition examples and over 30 best-practice retention examples

"Careful! This is powerful stuff. Hands on, practical, honest, and rational-exactly what you need to push your marketing program forward. Tom Osenton just bulldozed the profession (if you can call it that!) several years forward

Contents

Pt. I The Battle for Market Share
Ch. 1 The Web Weighs In
Ch. 2 The Century of Market Share
Ch. 3 Marketing Through the Chaos
Ch. 4 The Century of Customer Share
Pt. II Unlocking the Power of Customer Loyalty
Ch. 5 Marketing One-to-One Comes of Age
Ch. 6 Selling Direct Comes of Age
Ch. 7 Maximizing Your Customer Touches
Ch. 8 Permission, Privacy, and Protection
Ch. 9 Customer Share Marketing
Pt. III Acquiring Customers and Permission
Ch. 10 Feeding the Funnel: How to Acquire Customers and Permission
Ch. 11 Acquiring Customers and Permission: Best Practices
Pt. IV Retaining Customers and Growing Customer Share
Ch. 12 Working The List: How to Retain Customers and Grow Customer Share
Ch. 13 Retaining Customers and Growing Customer Share: Best Practices
Pt. V Marketing in the Next Economy
Ch. 14 Maximizing the Power of Mass and Direct Marketing

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Tom Osenton
Parution	19/06/2002
Nb. de pages	284
Format	16 x 23,5
Couverture	Relié
Poids	690g
Intérieur	Noir et Blanc
EAN13	9780130671677