[PDF] An Audience Of One Drive Superior Results By Making The Radical Shift From Mass Marketing To One To One Marketing eBook

Author : Jamie Turner
Publisher : McGraw Hill Professional
Page : 315 pages
File Size : 46,29 MB
Release : 2021-09-28
Category : Business & Economics
ISBN : 1264268556

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The breakthrough marketing strategy today’s leading companies are using to change consumer behavior and drive revenue to the bottom line One-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior. But with that enormous potential comes a common pitfall: Alienating customers who value their privacy. In An Audience of One, internationally recognized marketing experts Jamie Turner and Chuck Moxley reveal the secrets to implementing a strategy that allows you to use important data while respecting consumers’ privacy concerns. In chapter after chapter of real-life cases and primary research, you’ll learn: Which brands are using one-to-one marketing, and how they leverage it for growth The important role privacy plays in a one-to-one marketing campaign What fears consumers have about privacy—and how address those concerns How to calculate the ROI of a one-to-one marketing campaign Why the traditional sales funnel no longer works—and what’s replacing it Surprising insights about how the customer journey can be leveraged to grow sales How to create consumer profiles—without invading your customers’ privacy If you’re a marketing professional, C-level executive, an entrepreneur or leader in any consumer-facing business, understanding one-to-one marketing—and learning how to use it properly—is critical to your brand’s success. An Audience of One will give you the in-depth understanding you need and provide a hands-on, actionable roadmap to take your marketing to the next level.

Author : Paul Nunes
Publisher : Harvard Business Press
Page : 296 pages
File Size : 38,82 MB
Release : 2004
Category : Business & Economics
ISBN : 9781591391968

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This is the first book to explain how the fundamentals of marketing strategy must change in response to this broad-based increase in wealth The authors specifically addresses how to fine tune a mass marketing approach that captures the value created from greater consumer affluence. After years of expensive and largely ineffective attempts at one-to-one marketing and other complex varieties of microsegmentation, the business environment is ripe for a switch back to the relative simplicity of a mass marketing mindset Flouts conventional wisdom: the authors in-depth research uncovered that today's moneyed masses are completely different than the mass market of decades past in terms of how much they have to spend and what they are willing to spend it on. Reveals the mass marketing strategies a range of companies have already successfully used to hit pay dirt with products ranging from oral care to laundry detergent to exotic automobiles.

Author : Don Peppers
Publisher : Capstone Publishing
Page : 406 pages
File Size : 48,10 MB
Release : 1999
Category : Consumers' preferences
ISBN : 9781900961875

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Filled with step-by-step advice on implementing the one-to-one marketing principles that Peppers and Rogers have made famous, this book also contains a special password allowing readers to access extensive online supplements on the authors' Web site.

Author : Chris Anderson
Publisher : Hachette Books
Page : 256 pages
File Size : 41,10 MB
Release : 2006-07-11
Category : Business & Economics
ISBN : 1401384633

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What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone? "The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.

Author : Alfred L. Schreiber
Publisher : McGraw-Hill Companies
Page : 0 pages
File Size : 30,4 MB
Release : 2001
Category : Market segmentation
ISBN : 9780844226019

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Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no

Author : Geoffrey A. Moore
Publisher : Harper Collins
Page : 254 pages
File Size : 47,4 MB
Release : 2009-03-17
Category : Business & Economics
ISBN : 0061795860

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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Author : Jeremie Kubicek
Publisher : John Wiley & Sons
Page : 177 pages
File Size : 30,35 MB
Release : 2019-03-19
Category : Business & Economics
ISBN : 1119519454

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Become the leader others want to follow Forget everything you know about motivating others and building a harmonious workplace. If you want to get the best out of people, you must be willing to fight. But, that doesn't mean you become a dominator, nor does coddling others work. The best leader you've ever had in your life was a liberator—someone willing to fight for your highest good, even at a personal cost. Inside, global leadership experts Jeremie Kubicek and Steve Cockram explain what made that leader so unique, how to become that person yourself, and how to share the same gift with others. Be one of the few that people actually want to follow Learn the lost art of leadership—the intentional calibration of support and challenge for everyone you lead, your team and your family Become a multiplication master as you learn to bring the best out of people for their highest good and that of the whole team Overhaul entire cultures by focusing on the transformation and empowerment of sub-culture leaders The 100x Leader will help you become—and build—leaders worth following.

Author : Bruce A. Pasternack
Publisher : Crown Business
Page : 265 pages
File Size : 10,30 MB
Release : 2005-10-18
Category : Business & Economics
ISBN : 0307337316

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Every company has a personality. Does yours help or hinder your results? Does it make you fit for growth? Find out by taking the quiz that’s helped 50,000 people better understand their organizations at OrgDNA.com and to learn more about Organizational DNA. Just as you can understand an individual’s personality, so too can you understand a company’s type—what makes it tick, what’s good and bad about it. Results explains why some organizations bob and weave and roll with the punches to consistently deliver on commitments and produce great results, while others can’t leave their corner of the ring without tripping on their own shoelaces. Gary Neilson and Bruce Pasternack help you identify which of the seven company types you work for—and how to keep what’s good and fix what’s wrong. You’ll feel the shock of recognition (“That’s me, that’s my company”) as you find out whether your organization is: • Passive-Aggressive (“everyone agrees, smiles, and nods, but nothing changes”): entrenched underground resistance makes getting anything done like trying to nail Jell-O to the wall • Fits-and-Starts (“let 1,000 flowers bloom”): filled with smart people pulling in different directions • Outgrown (“the good old days meet a brave new world”): reacts slowly to market developments, since it’s too hard to run new ideas up the flagpole • Overmanaged (“we’re from corporate and we’re here to help”): more reporting than working, as managers check on their subordinates’ work so they can in turn report to their bosses • Just-in-Time (“succeeding, but by the skin of our teeth”): can turn on a dime and create real breakthroughs but also tends to burn out its best and brightest • Military Precision (“flying in formation”): executes brilliant strategies but usually does not deal well with events not in the playbook • Resilient (“as good as it gets”): flexible, forward-looking, and fun; bounces back when it hits a bump in the road and never, ever rests on its laurels For anyone who’s ever said, “Wow, that’s a great idea, but it’ll never happen here” or “Whew, we pulled it off again, but I’m tired of all this sprinting,” Results provides robust, practical ideas for becoming and remaining a resilient business. Also available as an eBook From the Hardcover edition.

Author : Don Peppers
Publisher : Piatkus Books
Page : 441 pages
File Size : 49,8 MB
Release : 1993
Category : Consumers' preferences
ISBN : 9780749914929

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Shows how to build lasting relationships with customers by customizing services and products for each of them. The authors provide practical examples which explain how selling more goods to fewer people is the key to a more efficient and profitable future.

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 34,56 MB
Release : 2011-01-25
Category : Business & Economics
ISBN : 0470613580

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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.