Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000001719545 | HF5415 R37 1990 | Open Access Book | Book | Searching... |
On Order
Reviews 2
Booklist Review
It comes as no surprise that the mass market is moribund (if not already dead). No surprise that network television and national magazines are slipping in viewership/readership. And no surprise that savvy companies of all sizes are turning to relationship marketing as the wave of the 1990s. What also comes as no surprise is that Rapp and Collins, well-known advertising executives, not only document this trend but also expand on how to get close to the customer--individually--in 10 easy-to-understand lessons. They deliberately select the best and the brightest (and most successful) as case histories: Nestle Baby Foods for its 800 toll-free line and "baby relay"/changing stations, Farm Journal for its customized issues, Burger King for its kids' clubs, and Warner Lambert for its pollen information centers, among others. At the end of each chapter is a series of questions intended to spark dialogue and, ultimately, action. Any student of modern-day society will savor this glimpse into our present--and future. To be indexed. ~--Barbara Jacobs
Library Journal Review
This volume is a substantial follow-up to the authors' Maxi Marketing (McGraw, 1986), which focused on direct marketing applications and their emerging importance. This book extends the model developed there and describes ten marketing trends which collectively have created a ``great marketing turnaround''--fundamentally a new customer-oriented strategy that is dependent upon creating customer files and responding quickly to changing needs. The book includes many captivating case histories of companies (Nintendo, Mattel, Kraft, and others) that have developed this innovative marketing approach. While the book is riddled with cliches, it should nevertheless appeal to the thoughtful, profit-minded marketing manager.-- Gene R. Laczniak, Marquette Univ., Milwaukee (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
