The new rules of marketing: how to use one-to-one relationship marketing to be the leader in your industry
Publisher description: Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. Don't wait until then to update yourself." ;Stanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Ma...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
McGraw-Hill
1997
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Zusammenfassung: | Publisher description: Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. Don't wait until then to update yourself." ;Stanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, Newell's book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred Newell's The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customers' invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer! |
| Beschreibung: | Includes bibliographical references (p. 291-304) and index |
| Beschreibung: | XX, 315 S. |
| ISBN: | 0786312289 |
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Datensatz im Suchindex
| _version_ | 1804138156546588672 |
|---|---|
| adam_text | CONTENTS Foreword xv
Preface xvii
Acknowledgments xix
Chapter 1 Frogs, Toads, and Lizards 1
Marketers, since the 80s, have worshipped at the shrine of
service, then price, then frequent buyer points—and customers
are fed up.
PART ONE Chapter 2 We re not in Kansas Anymore 7
Why marketers can t find the Yellow Brick Road.
Chapter 3 Not the Final Four 10
Four consumer trends in the new century that will change
marketing forever.
Chapter 4 Ce N est Pas la Meme Chose 25
Why a 50-year-old in 2000 won t behave like a 50-year-old
in 1980.
Chapter 5
Looking for Meaningful Relationships 33
How customers are moving from passive status to involved
participants.
Chapter 6_ Popcorn, Peanuts, and Database 37
Database marketing is the fastest growing marketing investment
in North America.
ix
CONTENTS
Chapter 7 __^_^
Blame it on the Postal Person 42
What direct marketing is—and what it isn t.
Chapter 8 The Check is in the Mail 46
How to empower your organization to increase profits.
Chapter 9 ___-^_
Looking for Thomas Jefferson 49
The importance of segmentation and how it works.
Chapter 10 Three Magic Words 58
Recency, Frequency, and Monetary—How magic are they?
Chapter 11 If You Sell Him Suits, Why not Shirts? 71
The importance of Cross-Selling.
Chapter 12 Will You Still Love Me Tomorrow? 81
Why don t more marketers use lifetime values?
PART TWO Chapter 13 Just Because You Have a Toolkit Doesn t Mean You
Can Build a House 89
Database marketing is much more than direct mail. You don t
want to save money; you want to do more business.
Chapter 14 From Homunculi to Giants 97
Why 10 leading packaged goods companies have 3,246 programs.
Chapter 15 Three Steps Removed—A Whole New Way to Sell 106
What if your business is three steps removed from the end
customer—what is purchase-after-purchase?
CONTENTS xi
Chapter 16 Malls, Northern Lights, and Constellations 110
The customer database as an observatory.
ChapterJ7 If It Can t be Measured, It Can t be Improved 116
Finally: Which half is wasted.
Chapter 18 The Importance of the Incremental 121
Beware the incidental buyer!
Chapter 19 Finally, the Customer 131
How a 1 percent increase in best customers equaled a 20 percent
profit improvement for a multibillion-dollar business.
Chapter 20 Don t Put All Your Faith in Vilfredo 140
Why your best customer may not be your biggest opportunity.
Chajiter21
Just Do It 145
The Nike Method of database marketing.
Chapter 22
The Yen, The 1-Peso Gift Check, The Suit,
and The 45-Cent Fuse 152
Four case histories.
Chapter 23
I Feel Like I Have a Sister in the Company 167
Measuring profitability one customer at a lime.
Chapter 24
From Frequency and Reach to Relevance 174
Media are marketers, too. Why their challenge is compounded.
Chapter 25
Why Call the TV Station if Your House is on Fire? 182
What s happening with media right now.
CONTENTS
Chapter 26 Will You Tell Me, Please, Which Way I Ought to
Walk from Here 194
Getting started: A step-by-step guide to building a working
database marketing program.
Chapter 27 And Then What? 210
Following through: Lessons learned from the best.
Chapter 28 CPU, MIS, UPS, LTV, TCP, MCI, EDS,
IBM ... BS 223
Just for the retailer: How to make customer information work
for you on the selling floor.
Chapter 29 Why Big Brother was Mentioned 542 Times 229
What every marketer must do about privacy and why it is
important for every company.
Chapter 30 5 Percent of the World s Population = 25 Percent of the
World s Purchasing Power 238
The global future is now.
PART THREE Chapter 31 Changing Channels of Distribution 249
A look ahead.
Chapter 32 Changing Perceptions of Value 256
A look ahead.
Chapter 33 Changing Generations 260
A look ahead.
Chapter34 Still Looking for Meaningful Relationships 263
A look ahead.
CONTENTS xiii
Chapter 35 Will the Three Magic Words Still Have Magic? 268
A look ahead.
Chapter 36 From Frequency and Reach to Relevance 271
A look ahead.
Chapter 37 Privacy is History? 280
A look ahead.
Chapter 38 Finally, the Customer 282
A look ahead.
End Notes 291
Index 305
|
| adam_txt |
CONTENTS Foreword xv
Preface xvii
Acknowledgments xix
Chapter 1 Frogs, Toads, and Lizards 1
Marketers, since the 80s, have worshipped at the shrine of
service, then price, then frequent buyer points—and customers
are fed up.
PART ONE Chapter 2 We're not in Kansas Anymore 7
Why marketers can't find the Yellow Brick Road.
Chapter 3 Not the "Final Four" 10
Four consumer trends in the new century that will change
marketing forever.
Chapter 4 Ce N'est Pas la Meme Chose 25
Why a 50-year-old in 2000 won't behave like a 50-year-old
in 1980.
Chapter 5
Looking for Meaningful Relationships 33
How customers are moving from passive status to involved
participants.
Chapter 6_ Popcorn, Peanuts, and Database 37
Database marketing is the fastest growing marketing investment
in North America.
ix
CONTENTS
Chapter 7 _^_^
Blame it on the Postal Person 42
What direct marketing is—and what it isn 't.
Chapter 8 The Check is in the Mail 46
How to empower your organization to increase profits.
Chapter 9 _-^_
Looking for Thomas Jefferson 49
The importance of segmentation and how it works.
Chapter 10 Three Magic Words 58
Recency, Frequency, and Monetary—How magic are they?
Chapter 11 If You Sell Him Suits, Why not Shirts? 71
The importance of Cross-Selling.
Chapter 12 Will You Still Love Me Tomorrow? 81
Why don't more marketers use lifetime values?
PART TWO Chapter 13 Just Because You Have a Toolkit Doesn't Mean You
Can Build a House 89
Database marketing is much more than direct mail. You don't
want to save money; you want to do more business.
Chapter 14 From Homunculi to Giants 97
Why 10 leading packaged goods companies have 3,246 programs.
Chapter 15 Three Steps Removed—A Whole New Way to Sell 106
What if your business is three steps removed from the end
customer—what is purchase-after-purchase?
CONTENTS xi
Chapter 16 Malls, Northern Lights, and Constellations 110
The customer database as an observatory.
ChapterJ7 If It Can't be Measured, It Can't be Improved 116
Finally: Which half is wasted.
Chapter 18 The Importance of the Incremental 121
Beware the incidental buyer!
Chapter 19 Finally, the Customer 131
How a 1 percent increase in best customers equaled a 20 percent
profit improvement for a multibillion-dollar business.
Chapter 20 Don't Put All Your Faith in Vilfredo 140
Why your best customer may not be your biggest opportunity.
Chajiter21
"Just Do It" 145
The "Nike Method" of database marketing.
Chapter 22
The \ Yen, The 1-Peso Gift Check, The \ Suit,
and The 45-Cent Fuse 152
Four case histories.
Chapter 23
I Feel Like I Have a Sister in the Company 167
Measuring profitability one customer at a lime.
Chapter 24
From Frequency and Reach to Relevance 174
Media are marketers, too. Why their challenge is compounded.
Chapter 25
Why Call the TV Station if Your House is on Fire? 182
What's happening with media right now.
CONTENTS
Chapter 26 Will You Tell Me, Please, Which Way I Ought to
Walk from Here 194
Getting started: A step-by-step guide to building a working
database marketing program.
Chapter 27 And Then What? 210
Following through: Lessons learned from the best.
Chapter 28 CPU, MIS, UPS, LTV, TCP, MCI, EDS,
IBM . BS 223
Just for the retailer: How to make customer information work
for you on the selling floor.
Chapter 29 Why "Big Brother" was Mentioned 542 Times 229
What every marketer must do about privacy and why it is
important for every company.
Chapter 30 5 Percent of the World's Population = 25 Percent of the
World's Purchasing Power 238
The global future is now.
PART THREE Chapter 31 Changing Channels of Distribution 249
A look ahead.
Chapter 32 Changing Perceptions of Value 256
A look ahead.
Chapter 33 Changing Generations 260
A look ahead.
Chapter34 Still Looking for Meaningful Relationships 263
A look ahead.
CONTENTS xiii
Chapter 35 Will the Three Magic Words Still Have Magic? 268
A look ahead.
Chapter 36 From Frequency and Reach to Relevance 271
A look ahead.
Chapter 37 Privacy is History? 280
A look ahead.
Chapter 38 Finally, the Customer 282
A look ahead.
End Notes 291
Index 305 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| spelling | Newell, Frederick 1926- Verfasser (DE-588)124111696 aut The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry Frederick Newell New York, NY [u.a.] McGraw-Hill 1997 XX, 315 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 291-304) and index Publisher description: Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. Don't wait until then to update yourself." ;Stanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, Newell's book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred Newell's The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customers' invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer! Relationship marketing Database marketing Database-Marketing (DE-588)4263308-4 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 s Database-Marketing (DE-588)4263308-4 s DE-604 http://www.loc.gov/catdir/description/mh022/97009622.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016837834&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newell, Frederick 1926- The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry Relationship marketing Database marketing Database-Marketing (DE-588)4263308-4 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| subject_GND | (DE-588)4263308-4 (DE-588)4326109-7 |
| title | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry |
| title_auth | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry |
| title_exact_search | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry |
| title_exact_search_txtP | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry |
| title_full | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry Frederick Newell |
| title_fullStr | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry Frederick Newell |
| title_full_unstemmed | The new rules of marketing how to use one-to-one relationship marketing to be the leader in your industry Frederick Newell |
| title_short | The new rules of marketing |
| title_sort | the new rules of marketing how to use one to one relationship marketing to be the leader in your industry |
| title_sub | how to use one-to-one relationship marketing to be the leader in your industry |
| topic | Relationship marketing Database marketing Database-Marketing (DE-588)4263308-4 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| topic_facet | Relationship marketing Database marketing Database-Marketing Beziehungsmanagement |
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