An audience of one : drive superior results by making the radical shift from mass marketing to one-to-one marketing

An audience of one drive superior results by making the radical shift from mass marketing to one-to-one marketing

"The breakthrough marketing strategy today's leading companies are using to change consumer behavior and drive revenue to the bottom line Walmart, United Airlines, Jeep, and many other top companies are using the breakthrough strategy-one-to-one marketing-with amazing results, and now you...

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Detalles Bibliográficos
Otros Autores: Turner, Jamie, 1961- author (author), Moxley, Chuck, author
Formato: Libro electrónico
Idioma:Inglés
Publicado: New York : McGraw Hill [2022]
Materias:
Market segmentation.
Customer relations.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009644255806719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Dedication
  • Contents
  • Foreword by Don Peppers and Martha Rogers, PhD
  • Introduction: The World of One-to-One Marketing
  • PART 1 THE ONE-TO-ONE MARKETING OVERVIEW
  • CHAPTER 1 What Is One-to-One Marketing?
  • CHAPTER 2 Your Consumers Are Changing. Are You Keeping Up with Them?
  • PART 2 DIGGING DEEPER
  • CHAPTER 3 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Who and the What)
  • CHAPTER 4 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Where and When)
  • CHAPTER 5 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Why and How)
  • PART 3 STRATEGIC THINKING
  • CHAPTER 6 The Sales Funnel Isn't Dead. It Just Needs a Kick in the Butt.
  • CHAPTER 7 Reinventing the Way You Think About Marketing
  • CHAPTER 8 Key Concepts and Definitions Every 1:1 Marketer Must Know
  • CHAPTER 9 What's Required to Become a 1:1 Marketer?
  • PART 4 PUTTING IT ALL TO WORK
  • CHAPTER 10 Building and Implementing a Marketing Strategy Around Your Audience of One
  • CHAPTER 11 The Tools in the Toolshed
  • CHAPTER 12 How to Turn Consumer Privacy into a Strategic Benefit for Your Brand
  • CHAPTER 13 Seven Tips and Best Practices for Implementing 1:1 Marketing in Your Organization
  • CHAPTER 14 Yes, B2B Marketers Can Also Be 1:1 Marketers
  • PART 5 ADVANCED TECHNIQUES
  • CHAPTER 15 Data Is the New Oil That Keeps 1:1 Marketing Running Smoothly
  • CHAPTER 16 Identity: The Linchpin of 1:1 Marketing
  • CHAPTER 17 How to Create and Manage Your Identity Graph
  • CHAPTER 18 Fun with ROI Calculations-Even If You're Not a Math Whiz
  • CHAPTER 19 Putting It All Together
  • Acknowledgments
  • Notes
  • Index
  • About The Authors.

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