Customer Share Marketing: Unleashing Customer Loyalty. Find the Source of Profit.

Author: (USA) Tom Osenton
Publisher:
Publish Date: 2005-07-01
Features: Pay attention to this book! It contains rich and valuable material. Experience, practice, honesty, rationality—these are exactly what you need to implement marketing plans. Tom Osenton is highly skilled in the field of marketing. The author of "Survival Is Not Enough" and "Permission Marketing," Seth Godin, calls this book a great guide to mastering the power of online marketing. Osenton shows us how to create high-profit, sustainable online customer relationships now, not five years from now! Based on a deep understanding of leveraging the internet to increase profits, Osenton's book is one of the few that combines theory with a wealth of practice, offering research results applicable to the real world. The ideas in this book are fresh, thought-provoking, and suitable for any industry.
General Foods sales director Jeff Roga
In this book, Tom Osenton leads the entire marketing model into a new era. It describes the future of marketing and will change our marketing philosophy and its foundation. "Customer Equity Marketing" forces us to rethink how to manage brand businesses, systematically describing methods for growing from brand equity. Bruce Miller, president of Market Data Company,
The internet will be an extraordinary tool for marketers around the world. Tom Osenton's understanding of marketing and the internet is deeper than anyone I know. When he combines marketing and the internet in this book, the information and advice presented are invaluable.
Bob Dole, president and editor-in-chief of The Hollywood Report
Today's customers will no longer be manipulated. Themed, continuous, personal, and relevant marketing messages are the key to maintaining customer loyalty. We should all be smarter about using new technologies to achieve our desired goals. This book offers some fresh ideas.
Tony Punturo, vice president of global media and sports marketing at Budweiser
This book explores new developments in marketing theory and practice. Osenton skillfully combines arguments, insights, actionable strategies, and proven tactics, making it highly insightful.
Tom Stearns, chairman of Stearns Company
This book provides many practical suggestions, which are very useful for those who are no longer satisfied with the traditional marketing model of "advertising, and customers will buy." In the new marketing model, it is essential to understand multiple interconnected principles.
Richard Edelman, chairman and CEO of Edelman Global Public Relations
The era of customer equity marketing has arrived. This concept, which was lost in the 1990s, is now analyzed in detail by Osenton as the most important marketing principle of the 21st century.
Kim Maguire, editor of Emarketing News
This book discusses how to combine the interactive nature of the internet to apply mass marketing and direct marketing, selling more products to existing customers, effectively increasing customer equity while strengthening customer relationships. It presents best practices from leading marketers worldwide on how to obtain customer permission and retain customer registers, including U.S. transportation companies, Frito-Lay, BMW (Germany), Campbell's, Kellogg's, and Coca-Cola. The book details how these companies obtain sales and customer permission, further building their authorized databases of existing and potential customers. It then shows how to effectively use the existing customer lists in the authorized database to convert potential customers into existing customers, turn existing customers into repeat buyers, and transform repeat buyers into lifelong loyal customers.
This book is highly inspiring for students and faculty in business management and marketing disciplines at universities and colleges. It is also suitable for marketing practitioners, especially as a reference for frontline staff in customer service departments.