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Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers | 
 enlarge | Authors: Jeff Zabin, Gresh Brebach
Creator: Philip Kotler
Publisher: Wiley
Category: Book
List Price: $29.95
Buy New: $3.69
You Save: $26.26 (88%)
New (25) Used (24) Collectible (1) from $2.18
Rating:  2 reviews
Sales Rank: 952798
Media: Hardcover
Edition: 1
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.3 x 6 x 1
ISBN: 0471467618
Dewey Decimal Number: 658.8
EAN: 9780471467618
ASIN: 0471467618
Publication Date: February 6, 2004
Availability: Usually ships in 1-2 business days
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Product Description
Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers’ specific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the world’s largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.
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| Customer Reviews:
 Nothing new April 16, 2004
6 out of 10 found this review helpful
In a 234-page book:--the first 85 pages rehash industry studies and other marketing-related statistics
--pages 85-106 present the Precision Marketing Cycle, which is nothing new
--the next 100 pages go over common topics like predictive modeling, lifetime customer value and privacy challenges
--the final 25 pages present their views of the future In sum, there's just nothing new.
 Solid work February 24, 2004
Scott Hess (Chicago, IL)
What Zabin does best is to transform dry business material into organic, interesting prose. Well done again. Unlike many similar titles, this book surely won't bore you, and it may even inspire you...
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