Customer Share Marketing (Unlock Customer Loyalty, Find Profit Sources)

Author: (American) Tom Osenton, translated by Liu Xiaohong, Liang Mancun
Publisher:
Publish Date: 2005-07-01
Features: Pay attention to this book! It contains rich and valuable material. Experience, practice, honesty, and rationality—these are exactly what you need to implement a marketing plan. Tom Osenton is highly skilled in the field of marketing. "Survival Is Not Enough" and "Permission Marketing" author 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 book's ideas are innovative and thought-provoking, suitable for any industry. General Foods sales manager 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 concepts and foundations. "Customer Equity Marketing" forces us to rethink how to manage brand companies, 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 elaborates on 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 carefully analyzed by Osenton as the most important marketing principle of the 21st century. Kim McGilvray, editor of Emarketing News,
This book discusses how to leverage the interactive nature of the internet to combine mass marketing and direct marketing, selling more products to existing customers, effectively increasing customer equity while enhancing customer relationships. The book presents best practices from world-leading marketers on obtaining customer permission and maintaining customer registries, including companies like U.S. Transportation, Frito-Lay, BMW (Germany), Campbell Soup, Kellogg, and Coca-Cola. It details how these companies obtain sales and customer permission, further building their authorized databases of existing and potential customers. Then, it effectively uses the lists of existing customers in the authorized database to convert potential customers into existing ones, transform existing customers into repeat buyers, and turn repeat buyers into lifelong loyal customers. This book is highly inspiring for students and faculty in business administration and marketing disciplines at universities and colleges. It is also suitable for marketing practitioners, especially as a reference for employees in customer service departments.