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

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

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Description

  • Copyright 2002
  • Pages: 320
  • Edition: 1st
  • eBook (Adobe DRM)
  • ISBN-10: 0-13-148026-X
  • ISBN-13: 978-0-13-148026-1

Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty teaches customer share marketing, which leverages customer loyalty through direct marketing and advanced, Internet-driven sales techniques. Author Tom Osenton demonstrates how leading companies apply customer share marketing to increase sales and profits, often more effectively and at a substantial savings over traditional methods.

Sample Content

Table of Contents



Acknowledgments.


Foreword.


Introduction.

I. THE BATTLE FOR MARKET SHARE.

 1. The Web Weighs In.
 2. The Century of Market Share.
 3. Marketing Through the Chaos.
 4. The Century of Customer Share.

II. UNLOCKING THE POWER OF CUSTOMER LOYALTY.

 5. Marketing One-to-One Comes of Age.
 6. Selling Direct Comes of Age.
 7. Maximizing Your Customer Touches.
 8. Permission, Privacy, and Protection.
 9. Customer Share Marketing.

III. ACQUIRING CUSTOMERS AND PERMISSION.

10. Feeding The Funnel: How to Acquire Customers and Permission.
11. Acquiring Customers and Permission: Best Practices.

IV. RETAINING CUSTOMERS AND GROWING CUSTOMER SHARE.

12. Working The List: How to Retain Customers and Grow Customer Share.
13. Retaining Customers and Growing Customer Share: Best Practices.

V. MARKETING IN THE NEXT ECONOMY.

14. Maximizing the Power of Mass and Direct Marketing.
Index.

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