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.
Table of Contents
A Call to Change. The Making of a Brand-Hostile World. Why All Consumers Are Not Created Equal. The Changing Nature of Brand Loyalty. A New Strategy for Brand Growth. The Promotion Paradox. The Right Place with the Right Message. Involving the Consumer with the Brand. The Measured Impact of Brand-Loyalty Programs. Enabling Differential Marketing Through Technology. Advertising in the Differential Marketing Plan. Sales Promotion and Trade Relations in the Differential Marketing Plan. Putting Differential Marketing to Work. Making Differential Marketing Pay. Differential Marketing: The Conceptual On-Ramp to the Information Superhighway. The Challenge to Change. Epilogue: The Challenge to Change. Endnotes. Index.
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.