All Consumers Are Not Created Equal: The Differential Marketing -- Garth Hallberg

Condition : Good.

John Wiley, 1995, Hardback with removable protective plastic wrap - Business - 320pp. ISBN 9780471120049.

All consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalise on the difference.

Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty--and old-fashioned profits--by communicating more directly and persuasively with the brand's most valuable customers. And it does so across all disciplines--advertising, sales promotion, and direct marketing.

Developed at one of the world's leading marketing communications agencies, Ogilvy & Mather, and proven in the marketplace by clients like Kraft, Unilever, Kimberly-Clark, and Seagram, this breakthrough approach to building stronger brands turns conventional marketing wisdom inside out.

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