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Synopsis
The authors of MaxiMarketing offer the first comprehensive look at the concepts, tools, and techniques that today's most innovative companies are using to tap new markets with high-tech, highly individualized targeting. Includes dozens of practical examples.
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From Library Journal
This volume is a substantial follow-up to the authors' Maxi Marketing (McGraw, 1986), which focused on direct marketing applications and their emerging importance. This book extends the model developed there and describes ten marketing trends which collectively have created a "great marketing turnaround"--fundamentally a new customer-oriented strategy that is dependent upon creating customer files and responding quickly to changing needs. The book includes many captivating case histories of companies (Nintendo, Mattel, Kraft, and others) that have developed this innovative marketing approach. While the book is riddled with cliches, it should nevertheless appeal to the thoughtful, profit-minded marketing manager.
- Gene R. Laczniak, Marquette Univ., Milwaukee
Copyright 1990 Reed Business Information, Inc.
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