- Hardcover: 320 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (31 Jan 2002)
- Language English
- ISBN-10: 0130671673
- ISBN-13: 978-0130671677
- Product Dimensions: 23.6 x 16.1 x 2.9 cm
- Amazon Bestsellers Rank: 3,169,440 in Books (See Top 100 in Books)
- See Complete Table of Contents
Customer Share Marketing
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Product Description
Product Description
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.
From the Back Cover
A one-percent increase in customer share is equal to a five-percent increase in market share.Hitting the market share wall
Increasing market share can be a very expensive proposition. Instead, leading-edge marketers are turning to customer share growth as a powerful, effective, and inexpensive way to increase sales as well as profits.Unlock the power of customer loyalty
Your best customers may be exceedingly loyal, but loyalty alone won't make them better customers. One-to-one, permission-granted marketing can help you cross that bridge.Retain customers and grow customer share
Properly deployed, a customer share marketing strategy creates a mutually rewarding relationship between you and your customers. Discover the best ways to deepen your relationship with customers you've already invested to acquire.Marketing in the next economy
With market share reservoirs largely drained, a customer share marketing focus is the next logical step in the evolution of marketing. Through real-world examples, apply the experiences of the world's great marketers to your company, large or small.
More sales, greater loyalty from your best customers!
Over the last half-century, the leading marketers, advertisers, and business schools in the United States and around the world have focused on the art of growing market share as the primary means of growth for a business. Today, attempts to expand market share are often prohibitively expensive and only marginally effective at best. Author Tom Osenton, the world's leading authority on customer share marketing, offers a compelling alternative for today's marketers who are compelled to generate growth.Hands on, practical, honest, and rational-exactly what you need to push your marketing program forward. Tom Osenton just bulldozed the profession (if you can call it that!) several years forward."—Seth Godin,
author of Survival is Not Enough
and Permission Marketing"Here at last, a practical guide for tapping into the marketing power and intimacy of the Web. Osenton shows us how to create highly profitable, enduring online customer relationships....today, not five years from now!"—Chuck Fruit,
Vice President & Marketing Chief of Staff,
The Coca-Cola Company"Invaluable insight into utilizing the Web to grow profitability. Osenton's book is one of the few that mixes theory, with a strong does of reality, to give an outcome of real world practical applications. An innovative, thought-provoking read for any industry."—Jeff Rotsch,
President, Sales,
General Mills
Increasing market share can be a very expensive proposition. Instead, leading-edge marketers are turning to customer share growth as a powerful, effective, and inexpensive way to increase sales as well as profits.Unlock the power of customer loyalty
Your best customers may be exceedingly loyal, but loyalty alone won't make them better customers. One-to-one, permission-granted marketing can help you cross that bridge.Retain customers and grow customer share
Properly deployed, a customer share marketing strategy creates a mutually rewarding relationship between you and your customers. Discover the best ways to deepen your relationship with customers you've already invested to acquire.Marketing in the next economy
With market share reservoirs largely drained, a customer share marketing focus is the next logical step in the evolution of marketing. Through real-world examples, apply the experiences of the world's great marketers to your company, large or small.
More sales, greater loyalty from your best customers!
Over the last half-century, the leading marketers, advertisers, and business schools in the United States and around the world have focused on the art of growing market share as the primary means of growth for a business. Today, attempts to expand market share are often prohibitively expensive and only marginally effective at best. Author Tom Osenton, the world's leading authority on customer share marketing, offers a compelling alternative for today's marketers who are compelled to generate growth.Hands on, practical, honest, and rational-exactly what you need to push your marketing program forward. Tom Osenton just bulldozed the profession (if you can call it that!) several years forward."—Seth Godin,
author of Survival is Not Enough
and Permission Marketing"Here at last, a practical guide for tapping into the marketing power and intimacy of the Web. Osenton shows us how to create highly profitable, enduring online customer relationships....today, not five years from now!"—Chuck Fruit,
Vice President & Marketing Chief of Staff,
The Coca-Cola Company"Invaluable insight into utilizing the Web to grow profitability. Osenton's book is one of the few that mixes theory, with a strong does of reality, to give an outcome of real world practical applications. An innovative, thought-provoking read for any industry."—Jeff Rotsch,
President, Sales,
General Mills
Inside This Book
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First Sentence
In many ways, the Web is really a modern-day miracle. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
In many ways, the Web is really a modern-day miracle. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.4 out of 5 stars (8 customer reviews)
2 of 2 people found the following review helpful:
5.0 out of 5 stars
New Thinking, 11 Oct 2002
By Timothy Horrigan - Published on Amazon.com
This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits (Hardcover)
The overwhelming majority of business books that I have read over the past decade provide no new thinking. Books on how to lead, how to manage, how to sell, provide very little practical advice and even less new thinking.This book provides new thinking. It is not a copycat title. Any industry can and should adopt the model. Thanks for delivering something fresh...
4 of 5 people found the following review helpful:
5.0 out of 5 stars
CUSTOMER SHARE MARKETING CHANGES EVERYTHING!, 13 Feb 2002
By Carolyn D Steele - Published on Amazon.com
This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits (Hardcover)
Customer Share Marketing is the most logical explanation of the funk that business finds itself in today, and offers the only possible solution for growth for companies that have maxed out their market share limits. We certainly have. The author has articulated a new marketing discipline that will revolutionize the way products and services are marketed worldwide. Customer Share Marketing cuts through all of the CRM hype, jargon, expense, and promises that have mostly gone unfulfilled. It makes sense that a new strategic marketing discipline (CSM) will help marketers deliver increased sales and profits. Unlike CRM, which was born out of technology, CSM is strategic, and was born out of marketing.
We've all heard the blah, blah, blah of getting closer to your customers. Customer Share Marketing just does it - building meaningful relationships with customers one at a time based on two important elements that take the guess work out of marketing:
1. Relevance to the individual customer based on product preferences that they knowingly provide the marketer
2. Permission granted to the marketer directly from the customer
Forget about acquisition. We are shifting our business model to reflect much more of a retention-oriented, customer share growth-oriented philosophy. Customer Share Marketing is a game-changer for us or any industry for that matter.
Why haven't we been doing this all along? Read it.
1 of 1 people found the following review helpful:
3.0 out of 5 stars
A highly tactical eCRM book in disguise, 21 Feb 2006
By ServantofGod - Published on Amazon.com
This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits (Hardcover)
Though the author has done much elaboration on causes behind the shift of mass market share marketing to one-to-one customer share marketing with plenty of real life examples by big corps (using email, e-newsletter, rich media download etc), it failed to impress or edify me at all. One reason being that the author does not show any framework or analytical tool that differentiates his concept of customer share marketing from other maintstream marketing/CRM/e-commerce concepts that we are so familiar with. What's worse is that the book is a little jumpy and disorganised. It tries to tell much, but I assure you that you will simply forget what you have just read the very moment you close it. In short, not recommended, unless you just want a case book for tactics to copy and/or modify.
No matter what, as usual, below please find some passages I like the most for your reference:-
How the web is used. (Seven business models) pg 15
1. Brochureware model e.g. century21.com, mckinsey.com
2. Advertising-based model e.g. espn.com, cnn.com
3. E-commerce model e.g. microsoft.com, dell.com
4. Sales facilitation model e.g. sprite.com, frito-lay.com
5. Fee-based model e.g. ebay.com, etrade.com
6. Subscription-based model e.g. wsj.com, variety.com
7. Mall or portal model e.g. yahoo.com, aol.com
What are the objectives of your website? pg 18
1. Inform?
2. Build brand?
3. Generate offline leads?
4. Transact business online through e-commerce?
5. Facilitate offline sales through promotions?
6. Reduce costs by eliminating steps in the value chain?
7. All of the above?
Customer Touches, Inhouse(High) vs Outsource(Low): pg 102
- Product knowledge
- Customer Intelligence Gathering Capability
- Expeditious Resolution Capability
- Cross-Sell/Up-sell Capability
- Customer Satisfaction
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