Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty
Breakthrough techniques for selling more to your most loyal customers!
-- A systematic methodology for retaining and mining your best current customers!
-- Contains more than 60 Best Practices from customer acquisition and retention
This book introduces Customer Share Marketing, showing how to leverage one-to-one, permission-based marketing to grow customer share, not market share -- and sell more to your most loyal customers! World-renowned marketer Tom Osenton introduces new marketing principles that are applicable to companies of all sizes and in all industries, demonstrating how to unlock the power of customer loyalty, dramatically increasing the value of your current customers. Drawing on the best ideas from direct selling, permission marketing, and one-to-one marketing, Osenton presents today's best solutions for acquiring customers, retaining them, and growing your share of their purchases. He shows how to maximize the power of mass and direct marketing in today's infotainment economy, and shares Customer Share Marketing case studies from today's best marketers -- including Frito Lay, Coca Cola, and Johnson and Johnson. For every marketing professional and executive decision-maker in companies of all sizes and industries.
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PART I The Battle for Market Share
CHAPTER 1 The Web Weighs In
CHAPTER 2 The Century of Market Share
CHAPTER 3 Marketing Through the Chaos
CHAPTER 4 The Century of Customer Share
PART 2 Unlocking the Power of Customer Loyalty
CHAPTER 5 Marketing OnetoOne Comes of Age
CHAPTER 6 Selling Direct Comes of Age
How to Acquire Customers and Permission
PART 4 Retaining Customers and Growing Customer Share
How to Retain Customers and Grow Customer Share
PART 5 Marketing in the Next Economy
CHAPTER 14 Maximizing the Power of Mass and Direct Marketing