Customer Share Marketing : How the World's Great Marketers Unlock Profits from Customer Loyalty
Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty teaches customer share marketing, which leverages customer loyalty through direct marketing and advanced, Internet-driven sales techniques. Author Tom Osenton demonstrates how leading companies apply customer share marketing to increase sales and profits, often more effectively and at a substantial savings over traditional methods.
- Hardback | 320 pages
- 161.3 x 236.2 x 29.5mm | 671.33g
- 31 Jan 2002
- Pearson Education (US)
- FINANCIAL TIMES PRENTICE HALL
- Upper Saddle River, United States
Table of contents
Acknowledgments. Foreword. Introduction. I. THE BATTLE FOR MARKET SHARE. 1. The Web Weighs In. 2. The Century of Market Share. 3. Marketing Through the Chaos. 4. The Century of Customer Share. II. UNLOCKING THE POWER OF CUSTOMER LOYALTY. 5. Marketing One-to-One Comes of Age. 6. Selling Direct Comes of Age. 7. Maximizing Your Customer Touches. 8. Permission, Privacy, and Protection. 9. Customer Share Marketing. III. ACQUIRING CUSTOMERS AND PERMISSION. 10. Feeding The Funnel: How to Acquire Customers and Permission. 11. Acquiring Customers and Permission: Best Practices. IV. RETAINING CUSTOMERS AND GROWING CUSTOMER SHARE. 12. Working The List: How to Retain Customers and Grow Customer Share. 13. Retaining Customers and Growing Customer Share: Best Practices. V. MARKETING IN THE NEXT ECONOMY. 14. Maximizing the Power of Mass and Direct Marketing. Index.
About Tom Osenton
TOM OSENTON has more than 25 years of senior-level management experience at world-class companies such as the CapCities/ABC, The Sporting News, and Billboard Publications. He worked on three Olympic Games as an executive with the ABC Television Network, serving as network spokesman in 1984. As President and CEO of The Sporting News, he spearheaded a major turnaround that helped save the nation's oldest sports weekly, while pioneering an early move to the Web. Tom is currently CEO of the Customer Share Group LLC-a leading management and marketing consultancy that advises some of the world's major companies and brands on developing customer share strategies. As a leading expert on strategic marketing and planning, he is a popular industry speaker and a frequent participant at industry seminars, conferences, and webinars.