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.
- Gene R. Laczniak, Marquette Univ., Milwaukee
Copyright 1990 Reed Business Information, Inc.
Product Description
The visionaries who brought MaxiMarketing to the business world now turn their sights on the cutting edge of marketing practices and thinking today, pinpointing ten key trends or "turnarounds" that reflect the decline of mass marketing and mass advertising and the emergence of "direct mass marketing."
