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1 of 2 people found the following review helpful
5.0 out of 5 stars Very solid approach to differentiating marketing spend
This book focuses solely on the concept of differential marketing - the heart of CRM - concentrating on the consumers that matter. This book gets slagged off by advertising-types because they find hard to grasp the idea that you are not talking to other advertising-types but selling to those who really buy your product. Hallberg's prose goes further and focuses you on...
Published on 1 April 2003 by Adey

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1 of 2 people found the following review helpful
2.0 out of 5 stars Theoretical...too agency oriented
Conceptually, the book is sound. However, that's where it ends....concept. It's applicability is very thin. Coming from the O&M pedigree, I'd hoped for something more.
Published on 8 Sep 1998


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1 of 2 people found the following review helpful
5.0 out of 5 stars Very solid approach to differentiating marketing spend, 1 April 2003
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This review is from: All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits (Hardcover)
This book focuses solely on the concept of differential marketing - the heart of CRM - concentrating on the consumers that matter. This book gets slagged off by advertising-types because they find hard to grasp the idea that you are not talking to other advertising-types but selling to those who really buy your product. Hallberg's prose goes further and focuses you on recognising not only who buys your product who makes you all your money - not what wins you awards.
I have worked for many years practically using the principal in this book and if people think they are wrong they need to talk to consumers more and get their hands dirty with more relevant consumer insights. Yes it works for banking. Yes it works for telephony, yes it works for automotive. I am yet to find an industry that this book is not applicable to.
Excellent!
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1 of 2 people found the following review helpful
2.0 out of 5 stars Theoretical...too agency oriented, 8 Sep 1998
By A Customer
This review is from: All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits (Hardcover)
Conceptually, the book is sound. However, that's where it ends....concept. It's applicability is very thin. Coming from the O&M pedigree, I'd hoped for something more.
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0 of 1 people found the following review helpful
1.0 out of 5 stars Read the first two chapters only and get the concept., 3 July 2000
By A Customer
This review is from: All Consumers are Not Created Equal: Differential Marketing Strategy for Brand Growth and Profits (Hardcover)
The concept is sound applying the 80 / 20 rule to marketing, although a little dated for this century. The author's views only seem to apply to macro level of analysis of fast consumer goods, in particular food products. More complex customer relationships can easily disprove the 80/20 rule e.g. financial service products are not really discussed.
There are some good examples on how the authors approach can be proven, but it is not a theory more a point of view. Read, understand and then find better books on how to segment customers correctly.
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