All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits

by Garth Hallberg

A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.

• Format: Hardcover
• Language: English
• ISBN: 0471120049
• ISBN13: 9780471120049
• Release Date: October 1995
• Publisher: Wiley
• Length: 336 Pages
• Weight: 4.10 lbs.
• Dimensions: 1.1" x 6.5" x 9.5"