The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry

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9780786312283: The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry
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"Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonÕt wait until then to update yourself."ÑStanley Marcus, Chairman Emeritus, Neiman Marcus. Fred Newell, "The Father of Database Marketing," shows in The New Rules of Marketing how you can use dramatic new techniques and strategies to learn everything possible about your customers...and leverage that information into dramatically increased sales! Written in fast-moving and humorous style, NewellÕs book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that every customer tries to hide; 5 important consumer trends that will impact the marketing scene well beyond the year 2000; a step-by-step guide to building your own database marketing program; and the 5 new century consumer trends that will change marketing forever. Database marketing pioneer Fred NewellÕs The New Rules of Marketing reveals the new technologies you will need to uncover and analyze your customersÕ invaluable wants and needs, and shows you how to design your marketing efforts to cater to each and very customer!

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From the Back Cover:

Traditional Mass Marketing is DEAD! Let database marketing sage Fred Newell help you understand the new ground rules. "Today an increasing number of marketing executives recognize the need to build a database of customers and prospects. However, not everyone knows why. Fred NewellOs book The New Rules of Marketing is an explanation of not only why a database is required for manufacturers and retailers, but a guide to how to build and how to use it. He explains clearly and interestingly why it is customers who count, and the building of relationships with them is the right path to profits. The book is full of wisdom and marketing truths, and the writing style leads you from idea to idea effortlessly. "I recommend Fred NewellOs book as a must read."NLester Wunderman, Chairman, Wunderman Cato Johnson. "Fred Newell has pulled together the basic principles for marketing in the 21st century. The year 2000 is just around the corner. DonOt wait until then to update yourself."NStanley Marcus, Chairman Emeritus, Neiman Marcus. "EveryoneOs talking about customer relationship marketing. Fred Newell actually shows how to make it happen. The New Rules of Marketing gives meaningful insights on how to thrive now and in the future by leveraging customer relationships and profitability. Fred combines his personal passion for this philosophy with practical examples to demonstrate the importance of customer intimacy." NJulia Adamsen, Senior Vice President, Corporate Marketing, KeyCorp. "Fred NewellOs common sense approach to marketing, combined with his extensive experience, enables him to take the reader beyond todayOs buzzwords to a very real understanding of how to know, acquire, grow, and keep good customers."NSusan J. Harvey, Vice President, Marketing, BloomingdaleOs. "Fred Newell writes brilliantly about the changing face of marketing and where itOs heading in the new millennium, and why the integration of a marketing database into modern marketing is absolutely essential."NHenry R. "Pete" Hoke, Jr., Chairman, Direct Marketing. "Fred Newell has always been a pioneer. This book is pioneering. It is essential reading for todayOs marketer."NDavid Mattingly, Chairman, Young & Rubicam Mattingly, Richmond, Victoria, Australia. Your next big customer is already in your database! Fred Newell, "The Father of Database Marketing," shows you in The New Rules of Marketing how to use new techniques and strategies to learn everything possible about your customers...and leverage that unique knowledge to grab a decisive competitive advantage! NewellOs fast-moving and entertaining book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that customers try to conceal; Creative strategies for growing and keeping more profitable customers; A step-by-step guide to building your own database marketing program; How advertisers, advertising agencies and the media will have to change to keep pace; The 5 next-century consumer trends that will change marketing forever.

About the Author:

Frederick Newell virtually created the field of database marketing over 25 years ago, and has seen it adopted in one way or another by successful marketers around the globe. Today he is CEO of the international consulting firm Seklemian/Newell, which helps companies of every size develop and implement profitable customer-based marketing programs. Newell is sought after as a speaker in the U.S., Canada, Mexico, Latin America, and Australia, and serves as columnist, contributing editor, and editorial director for important national and international advertising/marketing trade publications. He was named Advertising Professional of the Year in 1985, and has been elected to the Retail Advertising Hall of Fame. He and his wife live in Coronado, CA, where between consulting and writing assignments he disappears on his 50-year-old wooden catboat.

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