Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty

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FT Press, 2002 - Business & Economics - 284 pages
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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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Contents

PART I The Battle for Market Share
1
CHAPTER 1 The Web Weighs In
3
CHAPTER 2 The Century of Market Share
21
CHAPTER 3 Marketing Through the Chaos
31
CHAPTER 4 The Century of Customer Share
49
PART 2 Unlocking the Power of Customer Loyalty
63
CHAPTER 5 Marketing OnetoOne Comes of Age
65
CHAPTER 6 Selling Direct Comes of Age
79
How to Acquire Customers and Permission
147
Best Practices
161
PART 4 Retaining Customers and Growing Customer Share
203
How to Retain Customers and Grow Customer Share
205
Best Practices
217
PART 5 Marketing in the Next Economy
257
CHAPTER 14 Maximizing the Power of Mass and Direct Marketing
259
Index
275

CHAPTER 7 Maximizing Your Customer Touches
93
CHAPTER 8 Permission Privacy and Protection
109
CHAPTER 9 Customer Share Marketing
127
PART 3 Acquiring Customers and Permission
145
Inside Back Cover
285
Back Cover
286
Copyright

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About the author (2002)

TOM OSENTON has more than 25 years of senior-level management experience at world-class companies such as the CapCities/ABC, The Sporting News, and Billboard Publications. He worked on three Olympic Games as an executive with the ABC Television Network, serving as network spokesman in 1984. As President and CEO of The Sporting News, he spearheaded a major turnaround that helped save the nation's oldest sports weekly, while pioneering an early move to the Web.

Tom is currently CEO of the Customer Share Group LLC a leading management and marketing consultancy that advises some of the world's major companies and brands on developing customer share strategies. As a leading expert on strategic marketing and planning, he is a popular industry speaker and a frequent participant at industry seminars, conferences, and webinars.

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