21st Century Marketing Trends

Author: Frederick Newell, USA
Publisher:
Publish Date: 2000-04-01
Features: The global marketing trend has long shifted from traditional mass marketing to differentiated marketing, moving from "market share" to "loyal customer share" — because 20% of customers often drive 80% of performance. And the biggest customers are often right in your database! How to identify loyal customers? How to establish two-way communication with them and maintain relationships? As the "father of database marketing" in the U.S., Frederick Newell, with decades of practical experience in enterprise consulting, shares here — engaging stories and quantifiable results of database marketing across various industries, including department stores, fashion apparel, electronics, furniture stores, automotive, regional chain stores, sporting goods stores, shopping malls, restaurants, banks, newspapers, ad agencies, computer companies, and jewelry stores, teaching you step-by-step to build and fully leverage databases to fulfill the new mission of marketing. Beyond just reviewing database marketing, one-to-one relationship marketing, and customer management, this book also analyzes consumer cultural trends and the impact of new media like the internet, providing a detailed outline of the new global marketing landscape of the 21st century. Looking ahead and behind, it enables you to truly foresee the future of marketing in this uncertain new century.