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

All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits
ISBN-10
0471120049
ISBN-13
9780471120049
Category
Business & Economics
Pages
320
Language
English
Published
1995-10-10
Publisher
John Wiley & Sons
Author
Garth Hallberg

Description

Outlines the principles of differential marketing, a method of developing consumers' fidelity to a brand name, and describes how to create a database of consumers for a direct marketing program

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