Precision Marketing
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Review
“…a reliable pointer in the way marketing is developing…” (Financial Times, 31 March 2004)
Product Description
Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly–defined messages designed to resonate with customers’ specific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the world’s largest and most progressive marketing organizations, Jeff Zabin and co–author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.
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First Sentence
"More than a thousand bombs and missiles were dropped on Baghdad, three times the number from the entire Gulf War," reported Pentagon correspondent Jim Miklaszewski, while being interviewed on Today. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"More than a thousand bombs and missiles were dropped on Baghdad, three times the number from the entire Gulf War," reported Pentagon correspondent Jim Miklaszewski, while being interviewed on Today. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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2 reviews
8 of 12 people found the following review helpful
Nothing new
16 April 2004
Format:Hardcover|Amazon Verified Purchase
In a 234-page book:
--the first 85 pages rehash industry studies and other marketing-related statistics
--pages 85-106 present the Precision Marketing Cycle, which is nothing new
--the next 100 pages go over common topics like predictive modeling, lifetime customer value and privacy challenges
--the final 25 pages present their views of the future
In sum, there's just nothing new.
2 of 10 people found the following review helpful
Solid work
24 Feb 2004
Format:Hardcover
What Zabin does best is to transform dry business material into organic, interesting prose. Well done again. Unlike many similar titles, this book surely won't bore you, and it may even inspire you...
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