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Divide and Conquer: Target Your Customers Through Market Segmentation Hardcover – June 19, 1998

ISBN-13: 978-0471176336 ISBN-10: 0471176338 Edition: 1st

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Product Details

  • Hardcover: 232 pages
  • Publisher: Wiley; 1 edition (June 19, 1998)
  • Language: English
  • ISBN-10: 0471176338
  • ISBN-13: 978-0471176336
  • Product Dimensions: 9.4 x 6.3 x 0.8 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #3,224,058 in Books (See Top 100 in Books)

Editorial Reviews

From the Publisher

A practical guide to the revolutionary new marketing strategy that's got Madison Avenue shaking in its boots. The advertising genius behind such memorable campaigns as "A mind is a terrible thing to waste" and "I'm stuck on Band-Aid" has invented a powerful new marketing strategy called selective marketing. This bold new way of connecting products with customers starts by precisely identifying the audience that will be most receptive to a product and then reaching that audience through an unconventional media mix that can include everything from traditional print, TV, and radio to the Internet, live theater, or fax response.

From the Inside Flap

With the advent of cable TV, the Web, and other new platforms, media have become as diverse as the increasingly fragmented markets they serve-dangerous terrain for one-size-fits-all advertising. In the 1980s, a handful of visionaries began developing an alternative designed to take advantage of today's thriving culture of special-interest media. It's called selective marketing, and unlike mass-market advertising, it doesn't tell people what they want, it asks them. Selective marketing uses sophisticated intelligence-gathering techniques to pinpoint niche markets and learn all about them. It plies everything from print, TV, and radio, to Web technology, fax response, and even performance art to capture specific markets and forge lasting relationships with them. And it helps clients find the best ways to satisfy or surpass customer expectations. In Divide and Conquer, Harry Webber reveals the secrets behind this revolutionary new marketing strategy. The advertising genius behind such memorable campaigns as "I am stuck on Band-Aid," Webber clearly and concisely lays out basic selective-marketing principles and practices. With the help of 15 selective-marketing case studies, he demonstrates that any advertiser can use his proven techniques to identify markets, create the right message for a particular market, and develop the mast effective media mix to deliver that message. Fascinating and instructive success stories, the case studies provide a unique insider's look at selective marketing in action. You'll learn how selective marketing was used to restore the investment community's faith in Ford; win the alternative adult market for Dr Pepper; entice baby boomers to Kentucky Fried Chicken; and even forge an alliance between the Crips and Bloods street gangs for the Los Angeles city attorney's office. Each case study presents concise descriptions of the target market, marketing challenge, selective-marketing solution, and outcome, and concludes with a quick summary of important selective-marketing lessons learned. Throughout the book, sidebars spell out key selective-marketing principles embodied by the case at hand. The first practical guide to the revolutionary marketing strategy that threatens to make mass marketing a thing of the past, Divide and Conquer is essential reading for marketing managers, entrepreneurs, and professionals working in small businesses, midsize companies, and large corporations.

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8 of 9 people found the following review helpful By A Customer on July 10, 1999
Format: Hardcover
The author describes a number of campaigns that he was involved in developing during the course of an interesting career at a number of advertising agencies. Some are interesting, more often then not the conclusions are not conclusive. Perhaps that is reflective of the difficulties of measuring effectiveness from an agency perspective.
Not a must have, but a good light read. I blew through it on a cross country US flight.
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2 of 5 people found the following review helpful By A Customer on April 14, 1999
Format: Hardcover
The case studies in Divide & Conquer are without a doubt the most in depth, no holds barred, and realistic that I have ever read. If you are in advertising or marketing and want to get ahead the game you must read this book and put some of the techniques described in your day to day practice. I really enjoyed Webber's book.
Sharon Davenport
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