All Consumers are Not Created Equal
All Consumers are Not Created Equal
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Summary
A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment.
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All Consumers are Not Created Equal by Garth Hallberg
A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.
Garth Hallberg, Worldwide Director of Differential Marketing at Ogilvy & Mather, is one of the few people in the industry with extensive experience in both media advertising--at J. Walter Thompson--and direct marketing--at Ogilvy Direct. His clients have included such leading marketers as Kraft, Unilever, Seagram, Kimberly-Clark, Sears, and Ford.
| SKU | Unavailable |
| ISBN 13 | 9780471120049 |
| ISBN 10 | 0471120049 |
| Title | All Consumers are Not Created Equal |
| Author | Garth Hallberg |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley and Sons Ltd |
| Year published | 1995-10-10 |
| Number of pages | 336 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |