Beyond maximarketing: the new power of caring and daring
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
McGraw-Hill
1994
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVII, 319 S. |
| ISBN: | 0070513430 |
Internformat
MARC
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| 100 | 1 | |a Rapp, Stan |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Beyond maximarketing |b the new power of caring and daring |c Stan Rapp ; Thomas L. Collins |
| 264 | 1 | |a New York u.a. |b McGraw-Hill |c 1994 | |
| 300 | |a XXVII, 319 S. | ||
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| 338 | |b nc |2 rdacarrier | ||
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| 650 | 4 | |a Marketing |v Case studies | |
| 650 | 4 | |a Sales promotion |v Case studies | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Introduction xiii
Part 1. New Needs, New Answers
1. The Decade of the Rude Awakening:
The New Reality of the Nineties 1
• The Fall of the Dinosaurs 2
Wake Up Call: All Business Must Informationalize 4
New Media Technologies and Priorities 5
New Consumer Attitudes and Demands 10
Rising Retail Control of the Selling Process 14
New Advertising and Marketing Realities 23
2. Seven Keys to Business Success Today 33
Tell, Don t Sell 36
Get Real 39
Stop Wasting Money on Nonprospects 43
Offer Gain without Pain 47
Bringing People Together 49
Care Enough to Put the Customer First 52
Dare to Start Over 54
Part 2. MaxiMarketing Winners Selling Products
3. Michael Dell Sets the Pace for PCs 61
Young Dell Goes Direct • Playing By His Own Rules • From
Million to Billion in Four Years • The Heavy Hitters Block the
vii
yjii Contents
Way • Targeting the Right Person in the Right Place • The
Direct Response Edge • New Channels of Distribution
• Compaq and IBM Surrender • The View from Inside Dell
Computer • The Dell Telecomputing Lifeline • Daring to Do
the Unexpected • The Battle Rages On • Dell Stumbles on the
New Playing Field • The Jury Is Out
4. Harley s HOG Heaven 85
What a Difference a Decade Makes • From Close to Bankruptcy to
Being Oversold • The Company That Grew with America
• The Machine That Became a Way of Life • Our Greatest Tool
for Getting Close to Customers • Hi, My Name Is Harley. What s
Yours? • Keeping Customers by Bringing People Together
• Left Brain and Right Brain Creativity • A Caring Company
Cares for Dealers, Too • Setting Sales Records with an Emphasis
on Fun and Passion
5. LEGO Conquers the U.S.A., Brick by Brick 103
From False Start to Overwhelming Brand Acceptance • Only the
Best Is Good Enough • What Business Are You In? • The New
Way to Build Brand Equity • Doing More Than Enough • From
the LEGO Builders Club to Shop by Mail and the LEGO
Imagination Center • It s Not What You Say It s What You Do
• The Little Plastic Block That Could—for 670,000 Shops, 125
Countries, and 200 Million Kids • The Next Disney?
6. The House of Seagram:
Into MaxiMarketing and Beyond 115
The Break with the Past • Image Advertising Still Works—
Sometimes • Interaction Deepens the Impression • Response
Isn t Everything • Bottle of Champagne Free—Sort Of
• Won t You Linger a Little Longer? • A MaxiMarketing
Hypothesis Becomes Reality • A Crowning Achievement: Making
More by Spending Less • Pioneering a One to One Future in
Magazine Advertising • Opening the 10 Million Name House of
Seagram Database to Dealers
7. Nestle Baby Food: Scoring a Perfect 7 in France 135
Rest Stops along the Highway for Mother, Father, and Baby
• A116 Nestle Dietetique —The Hotline for Parents « Help at Every
Stage of Baby s Development • The Competition Plays Follow
the Leader —but Poorly • Nestle s Passion for Pleasing the
Customer • A Demonstration of the 7 Keys to Business Success
• Results Keep Getting Better and Better • Moving from 20
Percent Market Share to 43 Percent Market Share • Aberration or
Early Harbinger?
Contents ix
8. A Daring Change in Direction from Corporate Nestle 143
The Path Nestle Chose • Buitoni as the Marketing Laboratory
• A Dramatic Example of Existential Marketing • You Need to Go
Down to the One to One Level • Making the Casa Buitoni Club
Unique • From Database Building to Datamotion Applications
• Opening Alternate Forms of Distribution • Casa Buitoni Comes
to Holland • Authentic Replaces Make Believe in Advertising
• Watch for Future Developments
Part 3. MaxiMarketing Winners Selling a Service
9. Fidelity Investments: The Great Pyramid of Boston 157
The Little Company That Got 70,000 Times Bigger • Caring for
Each Customer While Fielding 250,000 Phone Calls a Day
• Always Putting the Customer First • Licking em by Joining em
• Selling em by Telling em • Fishing for Business in Hundreds
of Niches • Daring to Start Over Again—and Again • Power to
the People—at Both Ends of the Phone Line • The Never Ending
Renewal Process • An Ever Expanding Bottom Line
10. Ryder Turns the Business Around 171
From Double Digit Losses to Double Digit Gains in the First Year
• Climbing the Research Ladder • The Service Wrapped around
the Product • Rolling the Dice—and Rolling Out New Trucks
• Turning to Double Duty Advertising • How the Marketing
Became the Message • Yes, But Where s the Money? • We Care
about You—and You—and You • Taking the Anxiety Out of the
Family s Move • Goodbye El Cheapo, Hello Domino • Easy Ryder
All the Way to the Bank
11. Beginning Again at Canada s North American Life 185
What Women Wanted • Creating FNA: A Prototype Skunkworks
Division • Meeting the Financial Needs of Career Women • The
New Marketing Director Finds MaxiMarketing Really Works
• The Quest for Maximized LTV • Getting the Right People
Together • The New Marketing Math at Work • Buying a Big
Image in a Small Area • Putting the Customer in Control • You
Can t Fake Caring • The Payback from Feedback • The Telling,
Not Selling Model for North American
12. Amil Group: The Master MaxiMarketer of Brazil 203
Amil s Growth Rate of 45 Percent a Year Compounded for a
Decade • The Broken Down Little Hospital Where It All Began
• Information Age Marketing Ahead of Its Time • The Best
X Contents
Remembered Phone Number in Brazil • The Amil Rescue Plan: A
Caring and Daring New Product Introduction • Conquest
Marketing Using The University of California Wellness Letter
• Corporate Commitment to MaxiMarketing Strategies
13. Pnget Sound Bank:
Marching to a Different Drummer 221
Breaking Through the Cluttered Media by Doing Good • The
Puget Sound Fund: Thumbs Down on Half Measures • Making
the ATM Machine a Machine for Cleaning Up the Sound
• Bank Employee Beach Clean Up Day • The Bank Branch Lobby
as an Advertising Medium • The Image Building Power of
Involvement Marketing • The Result: 10 Percent to 15 Percent
Traceable Growth Plus a Cleaner Environment
14. How MCI Used Corporate Jujitsu to Trip AT T 233
MCI Dares to Launch the Database Driven Promotion of the
Century • Using AT T s Size against Them • The Promotion
That Got a Million Direct Response Television Budget
• Member Get A Member Marketing Hits the Big Time • Move
Over Consumers, Here Comes Friends of the Firm for Business
Customers • Turning Users into Advocates • Ten Million Signed
Up and Still Counting • The Early Payout: An Incremental One
Billion Dollars
Part 4. MaxiMarketing Winners in Retailing
15. NBO Dares to Start Over 243
Bouncing Back from a 35 Percent Slump in Profits • The
Turnaround Courtesy of the U.S. Postal Service • Providing Gain
without Pain to Value Minded Shoppers • The Magic of Selecting
the Wrong Store Location • The Trick of Steering Customers to
Your Wrong Location • Capturing the Identity of Each and
Every Customer • NBO Stops Wasting Money on Nonprospects
• Running a Store Like a Mail Order Catalog—and Reaping a
Handsome Profit
16. Zellers Makes the Marketing the Message 261
The 3 D s of Seductive Retailing: Deference, Dollars, and Dreams
• How Zellers, the Largest Discount Chain in Canada, Scores Big
on Two Fronts • The Unique Selling Proposition: The Lowest
Price Is the Law • The Extra Value Proposition: Club Z, World s
Foremost Frequent Shoppers Program • Club Z Reaches into
63 Percent of Canadian Households • Niche Programs for Kids
and Seniors • Sales Up, Profits Up, Stores Multiplying
Contents xi
17. Neiman Marcus: Very Far Out Front, Very Early 269
Caring Enough to Put Their Best Customers First • An Early
Entry: The 1984 Neiman Marcus InCircle Rewards Program
• Now a Second Tier Opens the Door to All Customers
• Beyond Customer Satisfaction—the Cultivation of Customer
Astonishment • Heirs of Club Members Have Been Known to
Fight Over InCircle Points • Too Expensive to Run? Rivals Still
Don t Get Itl • Growth 6 Times Bigger Than Expected
Part 5. A Global View
18. MaxiMarketing Winners around the World 277
We Live Side by Side in Today s Global Village • The Turn Away
from Mass Marketing to Individualized Marketing around the
World • Benefitting from Each Other s Experience • One for the
Guinness Book of Records: Selling Guinness Irish Beer to German
Tavern Owners • A New High in Total Relationship Commitment
(TRC) by Lexus in Germany • Ford in Norway Finds a Daring Way
to Stay in Touch with Customers and Dealers • Shiseido s Caring
Relationship with 10 Million Japanese Women • AMFB—the
MaxiMarketing Miracle Maker of Malaysia • What If Your Country
Still Is Without a Big Consumer Database? Learn from VTKK in
Finland • HSM Cultura in Brazil—a Model MaxiMarketer
for Business to Business Marketers to Emulate • Robert Hayes
McCoy in Ireland Shows How Far the New Marketing Can Take
a One Person Operation
19. The New Power of Caring and Daring 299
Succeeding in a Time of Discontinuous Change • Evolutionary
Change Is Out, Revolutionary Change Is In • A Seemingly Absurd
Idea: Marketing to a Segment of One • Why Business Panaceas
Often Fail • One More MaxiMarketing Winner Gets It Absolutely,
Positively Right • Many Ad Agencies Slipping—While a Few Soar
• Our Three Commandments for Maxi Performance in the Years
Ahead • Putting a Caring and Daring Strategy at the Heart of
Your Gorporate Culture • How the Keys to Success Presented
Here Can Lead to Your Own Unique Success
Index 315
An Invitation from the Authors 321
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| spelling | Rapp, Stan Verfasser aut Beyond maximarketing the new power of caring and daring Stan Rapp ; Thomas L. Collins New York u.a. McGraw-Hill 1994 XXVII, 319 S. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Case studies Sales promotion Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Sales-promotion (DE-588)4076968-9 s DE-604 Marketing (DE-588)4037589-4 s Collins, Thomas L. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006570485&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rapp, Stan Collins, Thomas L. Beyond maximarketing the new power of caring and daring Marketing gtt Marketing Case studies Sales promotion Case studies Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4076968-9 (DE-588)4522595-3 |
| title | Beyond maximarketing the new power of caring and daring |
| title_auth | Beyond maximarketing the new power of caring and daring |
| title_exact_search | Beyond maximarketing the new power of caring and daring |
| title_full | Beyond maximarketing the new power of caring and daring Stan Rapp ; Thomas L. Collins |
| title_fullStr | Beyond maximarketing the new power of caring and daring Stan Rapp ; Thomas L. Collins |
| title_full_unstemmed | Beyond maximarketing the new power of caring and daring Stan Rapp ; Thomas L. Collins |
| title_short | Beyond maximarketing |
| title_sort | beyond maximarketing the new power of caring and daring |
| title_sub | the new power of caring and daring |
| topic | Marketing gtt Marketing Case studies Sales promotion Case studies Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Marketing Marketing Case studies Sales promotion Case studies Sales-promotion Fallstudiensammlung |
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