Beyond Maximarketing: The New Power of Caring and Daring

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9780070513433: Beyond Maximarketing: The New Power of Caring and Daring

In "MaxiMarketing" they predicted the current disintegration of the traditional mass marketing of the industrial Age - and detected the beginnings of the powerful individualized approach of the Information Age. In "The Great Marketing Turnaround" they pointed out how the most forward-looking firms were already using the new information technology to profit from new-era turnarounds in marketing thinking. In this work, Stan Rapp and Tom Collins have identified and evaluated a number of recent successes in business, not only in the United States and Canada, but in Europe, Latin America, Australia, and the Asian Pacific Rim. And they have made discoveries about the keys to marketing success being employed by such companies. They show how the smartest companies are racing beyond the rules and ahead of their competitors by applying "the new power of caring and daring". To businesses large and small it means caring enough about your prospects and customers to push beyond Total Quality Management to the new mandate of TRM or Total Relationship Management. Caring enough to put your customers' interests first - even if it means temporarily putting the corporate bottom-line second. Daring enough to go back to Square One in your thinking and to rethink your entire marketing expenditure using today's New Marketing Math. Caring enough to listen to the needs of each individual customer. And daring enough to find creative new ways to fulfil those needs.

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From Library Journal:

In this work Rapp and Collins, cofounders of an advertising agency, validate the marketing model they presented in their earlier opus, Maximarketing (McGraw, 1987). They argue that consumers today are more value-conscious and hence more difficult to persuade through mass-media advertising. To be successful today, the marketer must stringently define his/her customer, reach the customer through targeted media, and add value to that relationship beyond just the sale of the product or service. Most of the book consists of brief histories of companies that have successfully implemented "maximarketing" strategies. The style is upbeat, though the reiteration of rhyming sound bites throughout (" caring and daring ," " gain with pain ," etc.) detracts from the power of the concepts presented. A practical choice for libraries.
- Edward Buller, "Natural History," American Museum of Natural History, N.Y.
Copyright 1994 Reed Business Information, Inc.

From Booklist:

Rapp and Collins show that traditional methods of communications are no longer successful in building businesses. Their acronym for the 1990s is "TRC," or total relationship commitment, indicating that involvement with individuals, even small groups of like-minded souls, will pay off. After rehashing their maximarketing principles, they profile 15 companies, from manufacturers like LEGO Systems to retailers such as National Brands Outlet. Each includes in-depth interviews and details of programs. Harley-Davidson, for example, woos owners and dealers through its network of clubs, events, and licensed merchandise, among other programs, whereas Fidelity Investments promotes soft-sell information to its customers. Yet, is advertising, as they claim, truly dead? Only consumers know for sure. Barbara Jacobs

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