Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty [Hardcover]

Tom Osenton (Author)

Book Description

Publication Date: January 31, 2002

This book introduces Customer Share Marketing, showing how to leverage one-to-one, permission-based marketing to grow customer share, not market share -- and sell more to your most loyal customers! World-renowned marketer Tom Osenton introduces new marketing principles that are applicable to companies of all sizes and in all industries, demonstrating how to unlock the power of customer loyalty, dramatically increasing the value of your current customers. Drawing on the best ideas from direct selling, permission marketing, and one-to-one marketing, Osenton presents today's best solutions for acquiring customers, retaining them, and growing your share of their purchases. He shows how to maximize the power of mass and direct marketing in today's infotainment economy, and shares Customer Share Marketing case studies from today's best marketers -- including Frito Lay, Coca Cola, and Johnson and Johnson. For every marketing professional and executive decision-maker in companies of all sizes and industries.

Editorial Reviews

From the Back Cover

A one-percent increase in customer share is equal to a five-percent increase in market share.

Hitting the market share wall

Increasing market share can be a very expensive proposition. Instead, leading-edge marketers are turning to customer share growth as a powerful, effective, and inexpensive way to increase sales as well as profits.

Unlock the power of customer loyalty

Your best customers may be exceedingly loyal, but loyalty alone won't make them better customers. One-to-one, permission-granted marketing can help you cross that bridge.

Retain customers and grow customer share

Properly deployed, a customer share marketing strategy creates a mutually rewarding relationship between you and your customers. Discover the best ways to deepen your relationship with customers you've already invested to acquire.

Marketing in the next economy

With market share reservoirs largely drained, a customer share marketing focus is the next logical step in the evolution of marketing. Through real-world examples, apply the experiences of the world's great marketers to your company, large or small.

More sales, greater loyalty from your best customers!

Over the last half-century, the leading marketers, advertisers, and business schools in the United States and around the world have focused on the art of growing market share as the primary means of growth for a business. Today, attempts to expand market share are often prohibitively expensive and only marginally effective at best. Author Tom Osenton, the world's leading authority on customer share marketing, offers a compelling alternative for today's marketers who are compelled to generate growth.

Customer Share Marketing:

• Shows how large and small companies can systematically mine current customers and benefit from customer loyalty
• Demonstrates how the world's leading marketers-including American Express, BMW, Coca-Cola, Frito-Lay, and Johnson & Johnson-are applying customer share marketing strategies to grow revenues
• Contains over 30 real-world best practice acquisition examples and over 30 best-practice retention examples

www.customershare.com

"Careful! This is powerful stuff. Hands on, practical, honest, and rational-exactly what you need to push your marketing program forward. Tom Osenton just bulldozed the profession (if you can call it that!) several years forward."

—Seth Godin,
author of Survival is Not Enough
and Permission Marketing

"Here at last, a practical guide for tapping into the marketing power and intimacy of the Web. Osenton shows us how to create highly profitable, enduring online customer relationships....today, not five years from now!"

—Chuck Fruit,
Vice President & Marketing Chief of Staff,
The Coca-Cola Company

"Invaluable insight into utilizing the Web to grow profitability. Osenton's book is one of the few that mixes theory, with a strong does of reality, to give an outcome of real world practical applications. An innovative, thought-provoking read for any industry."

—Jeff Rotsch,
President, Sales,
General Mills

About the Author

TOM OSENTON has more than 25 years of senior-level management experience at world-class companies such as the CapCities/ABC, The Sporting News, and Billboard Publications. He worked on three Olympic Games as an executive with the ABC Television Network, serving as network spokesman in 1984. As President and CEO of The Sporting News, he spearheaded a major turnaround that helped save the nation's oldest sports weekly, while pioneering an early move to the Web.

Tom is currently CEO of the Customer Share Group LLC—a leading management and marketing consultancy that advises some of the world's major companies and brands on developing customer share strategies. As a leading expert on strategic marketing and planning, he is a popular industry speaker and a frequent participant at industry seminars, conferences, and webinars.

See all Editorial Reviews

Product Details

• Hardcover: 320 pages
• Publisher: Financial Times Prentice Hall; 1st edition (January 31, 2002)
• Language: English
• ISBN-10: 0130671673
• ISBN-13: 978-0130671677
• Product Dimensions: 9.3 x 6.4 x 1.2 inches
• Shipping Weight: 1.5 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #3,711,360 in Books (See Top 100 in Books)

More About the Author

Tom Osenton is an author, economist and leading growth strategist with Chicago-based Customer Share Group Inc - a division of parent Market Data Corporation, Inc.

Mr. Osenton spent more than 25 years in senior management roles with companies such as Dutch publishing giant VNU, the Walt Disney Company, and the Times Mirror Company where his experience ran the gamut -from launching new companies to turning around 100-year old institutions. He worked with the legendary Roone Arledge on three Olympic Games as an executive with the ABC-Television Network in New York, and later was named President & CEO of The Sporting News - the world's oldest sports-weekly.

Mr. Osenton has written three best-selling business books with Financial Times Prentice Hall and Praeger Publishers. Hi s first book - Customer Share Marketing - is a principal eCRM text at business school around the world. His second book - The Death of Demand - is an economic powerhouse that details the path to an aging U.S. economy based on the exhaustive study of growth trends of the S&P 500 companies since the end of World War II.

His most recent book - Boomer Destiny: Leading the U.S. Through the Worst Crisis Since the Great Depression - provides an inspirational look at those U.S. generations that have been forced to lead the country through the most crushing economic crises.

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars New Thinking, October 10, 2002

By 

Timothy Horrigan (USA) - See all my reviews

This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty (Hardcover)

The overwhelming majority of business books that I have read over the past decade provide no new thinking. Books on how to lead, how to manage, how to sell, provide very little practical advice and even less new thinking.

This book provides new thinking. It is not a copycat title. Any industry can and should adopt the model. Thanks for delivering something fresh...

4 of 5 people found the following review helpful:

5.0 out of 5 stars CUSTOMER SHARE MARKETING CHANGES EVERYTHING!, February 12, 2002

By 

Carolyn D Steele (Seattle, WA United States) - See all my reviews

This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty (Hardcover)

Customer Share Marketing is the most logical explanation of the funk that business finds itself in today, and offers the only possible solution for growth for companies that have maxed out their market share limits. We certainly have.

The author has articulated a new marketing discipline that will revolutionize the way products and services are marketed worldwide. Customer Share Marketing cuts through all of the CRM hype, jargon, expense, and promises that have mostly gone unfulfilled. It makes sense that a new strategic marketing discipline (CSM) will help marketers deliver increased sales and profits. Unlike CRM, which was born out of technology, CSM is strategic, and was born out of marketing.

We've all heard the blah, blah, blah of getting closer to your customers. Customer Share Marketing just does it - building meaningful relationships with customers one at a time based on two important elements that take the guess work out of marketing:
1. Relevance to the individual customer based on product preferences that they knowingly provide the marketer
2. Permission granted to the marketer directly from the customer

Forget about acquisition. We are shifting our business model to reflect much more of a retention-oriented, customer share growth-oriented philosophy. Customer Share Marketing is a game-changer for us or any industry for that matter.

Why haven't we been doing this all along? Read it.

1 of 1 people found the following review helpful:

3.0 out of 5 stars A highly tactical eCRM book in disguise, February 21, 2006

By 

ServantofGod - See all my reviews

This review is from: Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty (Hardcover)

Though the author has done much elaboration on causes behind the shift of mass market share marketing to one-to-one customer share marketing with plenty of real life examples by big corps (using email, e-newsletter, rich media download etc), it failed to impress or edify me at all. One reason being that the author does not show any framework or analytical tool that differentiates his concept of customer share marketing from other maintstream marketing/CRM/e-commerce concepts that we are so familiar with. What's worse is that the book is a little jumpy and disorganised. It tries to tell much, but I assure you that you will simply forget what you have just read the very moment you close it. In short, not recommended, unless you just want a case book for tactics to copy and/or modify.

No matter what, as usual, below please find some passages I like the most for your reference:-

How the web is used. (Seven business models) pg 15
1. Brochureware model e.g. century21.com, mckinsey.com
2. Advertising-based model e.g. espn.com, cnn.com
3. E-commerce model e.g. microsoft.com, dell.com
4. Sales facilitation model e.g. sprite.com, frito-lay.com
5. Fee-based model e.g. ebay.com, etrade.com
6. Subscription-based model e.g. wsj.com, variety.com
7. Mall or portal model e.g. yahoo.com, aol.com

What are the objectives of your website? pg 18
1. Inform?
2. Build brand?
3. Generate offline leads?
4. Transact business online through e-commerce?
5. Facilitate offline sales through promotions?
6. Reduce costs by eliminating steps in the value chain?
7. All of the above?

Customer Touches, Inhouse(High) vs Outsource(Low): pg 102
- Product knowledge
- Customer Intelligence Gathering Capability
- Expeditious Resolution Capability
- Cross-Sell/Up-sell Capability
- Customer Satisfaction