All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits – 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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