eBook.de : Ihr Online Shop für eBooks, Reader, Downloads und Bücher

Connect 01/2015 eBook-Shops: Testsieger im epub Angebot, Testurteil: gut Die Welt: Kundenorientierte Internetseiten Prädikat GOLD
+49 (0)40 4223 6096
€ 0,00

Zur Kasse

PORTO-
FREI

Divide and Conquer: Target Your Customers Through Market Segmentation

Sprache: Englisch.
Lieferbar innerhalb von zwei Wochen
Buch (gebunden)
Buch € 40,99* inkl. MwSt.
Portofrei*
Produktdetails
Titel: Divide and Conquer: Target Your Customers Through Market Segmentation
Autor/en: Harry Webber

ISBN: 0471176338
EAN: 9780471176336
Sprache: Englisch.
JOHN WILEY & SONS INC

Juni 1998 - gebunden - 232 Seiten

"Creativity in marketing communications is one of the most potent ways for companies to increase their productivity. This book contains case after case, which demonstrates the leveraging power of innovative thinking in advertising today." -Joseph E. DeDeo Chairman of Latin America,Young & Rubicam, Inc.
The days of expensive network television rollouts of new advertising campaigns are over. Targeted, niche-driven selective marketing is less expensive, more profitable, and far more sensible in today's thriving culture of special-interest media.
Here's your chance to learn all about this revolutionary new marketing strategy.
Written by the advertising genius behind some of the most unforgettable campaigns of the past 30 years, Divide and Conquer teaches you what you need to know to conduct your own successful selective-marketing campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify your markets precisely, get to know them inside and out, fashion a message that they'll hear and respond to, and find the perfect media mix to deliver your message.
No matter what size company you work for, in Divide and Conquer you'll learn valuable lessons about how to find your customers, reach out to them, and forge profitable, long-term relationships with them.
With the advent of cable TV, the Web, and other new platforms, media have become as diverse as the increasingly fragmented markets they serve -dangerous terrain for one-size-fits-all advertising. In the 1980s, a handful of visionaries began developing an alternative designed to take advantage of today's thriving culture of special-interest media. It's called selective marketing, and unlike mass-market advertising, it doesn't tell people what they want, it asks them. Selective marketing uses sophisticated intelligence-gathering techniques to pinpoint niche markets and learn all about them. It plies everything from print, TV, and radio, to Web technology, fax response, and even performance art to capture specific markets and forge lasting relationships with them. And it helps clients find the best ways to satisfy or surpass customer expectations.
In Divide and Conquer, Harry Webber reveals the secrets behind this revolutionary new marketing strategy. The advertising genius behind such memorable campaigns as "I am stuck on Band-Aid," Webber clearly and concisely lays out basic selective-marketing principles and practices. With the help of 15 selective-marketing case studies, he demonstrates that any advertiser can use his proven techniques to identify markets, create the right message for a particular market, and develop the most effective media mix to deliver that message.
Fascinating and instructive success stories, the case studies provide a unique insider's look at selective marketing in action. You'll learn how selective marketing was used to restore the investment community's faith in Ford; win the alternative adult market for Dr Pepper; entice baby boomers to Kentucky Fried Chicken; and even forge an alliance between the Crips and Bloods street gangs for the Los Angeles city attorney's office. Each case study presents concise descriptions of the target market, marketing challenge, selective-marketing solution, and outcome, and concludes with a quick summary of important selective-marketing lessons learned. Throughout the book, sidebars spell out key selective-marketing principles embodied by the case at hand.
The first practical guide to the revolutionary marketing strategy that threatens to make mass marketing a thing of the past, Divide and Conquer is essential reading for marketing managers, entrepreneurs, and professionals working in small businesses, midsize companies, and large corporations.
The Rodeo Circuit.
Stuck on You.
Medical Marketing.
Let 'Em Eat Drake's.
Marketing Peace.
Chicken Fight.
Modern Stone Age Marketing.
Your Place or Mine?
Marketing the Misunderstood.
Tender Loving Health Care.
Community Ties.
Phoning Home.
Lite Makes Right.
Taking Stock.
Getting a Web Site on the Right Track.
The Future of Selective Marketing.
Index.
HARRY WEBBER is the founder and head of the world-renowned SMART Communications, Inc. (Selective Marketing Advertising Research Technologies), one of the first selective-marketing agencies. Webber's client roster has included Ford, Sears, Pepsi, Disney, UPN, KFC, Turner Home Entertainment, Sears, Denny's, AT&T, and Dr Pepper, to name just a few. Before founding SMART, in 1986, Webber worked for several major-league advertising firms, including Young & Rubicam, Inc.; Wells Rich Greene; McCann-Erickson; and Leo Burnett, where he masterminded such memorable campaigns as "I am stuck on Band-Aid."

Gedruckte Welten


 
Bücher bei eBook.de entdecken.

 

Jetzt die besten Bücher entdecken!

Kunden, die diesen Artikel gekauft haben, kauften auch

Harry Potter 1 und der Stein der Weisen
Buch (gebunden)
von Joanne K. Row…
Bretonische Flut
- 13% **
eBook
von Jean-Luc Bann…
Print-Ausgabe € 14,99
Ein Abenteuer in den Highlands
eBook
von Karin Lindber…
INSELblau
eBook
von Stina Jensen

Kundenbewertungen zu Harry Webber „Divide and Conquer: Target Your Customers Through Market Se…

Noch keine Bewertungen vorhanden
Zur Rangliste der Rezensenten
Veröffentlichen Sie Ihre Kundenbewertung:
Kundenbewertung schreiben

Diese Artikel könnten Sie auch interessieren

Das Messias-Projekt
- 54% **
eBook
von Markus Ridder
Print-Ausgabe € 10,99
Harry Potter 1 und der Stein der Weisen. Schmuckausgabe
Buch (gebunden)
von Joanne K. Row…
Möwenschrei
- 10% **
eBook
von Nina Ohlandt
Print-Ausgabe € 10,00
tolino shine 2 HD
- 9% **
Hardware
Statt € 119,00
Individualisierung
Buch (kartoniert)
von Thomas Kron, …

Unsere Leistungen auf einen Klick

Unser Service für Sie

Zahlungsmethoden
Bequem, einfach und sicher mit eBook.de. mehr Infos akzeptierte Zahlungsarten: Überweisung, offene Rechnung,
Visa, Master Card, American Express, Paypal mehr Infos
Geprüfte Qualität
  • Schnelle Downloads
  • Datenschutz
  • Sichere Zahlung
  • SSL-Verschlüsselung
Servicehotline
+49 (0)40 4223 6096
Mo. - Fr. 8.00 - 20.00 Uhr
Sa. 10.00 - 18.00 Uhr
Chat
Ihre E-Mail-Adresse eintragen und kostenlos informiert werden:
* Alle Preise verstehen sich inkl. der gesetzlichen MwSt. Informationen über den Versand und anfallende Versandkosten finden Sie hier.
Bei als portofrei markierten Produkten bezieht sich dies nur auf den Versand innerhalb Deutschlands.

** im Vergleich zum dargestellten Vergleichspreis.
eBook.de - Meine Bücher immer dabei
eBook.de ist eine Marke der Hugendubel Digital GmbH & Co. KG
Folgen Sie uns unter: