Description
Capturing customers is what marketing is all about. Create a product, advertise it, and, if you can capture the customer's imagination, close the sale. Marketing has always been that simple in concept but far more complex in execution. And it's getting more complex every year as growth slows and more consumer markets become saturated.
The purpose of this book is to show how information about consumers can be used to reduce the complexity of reaching consumers and increase the probability of making a sale. This is not a book about marketing. It's a book about using consumer information to improve marketing efficiency.
The premise of this book is that the more you know, in detail, about your potential customers and how they are changing, the more efficient you will be in targeting advertising or promotions to them and the more effective you will be when offering them products or services.
ISBN: 9679959996
