9780749465353

Precision Marketing

  • ISBN 13:

    9780749465353

  • ISBN 10:

    0749465352

  • Format: Paperback
  • Copyright: 06/28/2012
  • Publisher: Kogan Page Ltd

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Marketers around the globe are recognizing that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions to spend in order to target buyers in sophisticated and individual ways. Precision Marketingwill help break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketingshows how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.

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