Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers (Hardcover)

~ (Author), Gresh Brebach (Author), Philip Kotler (Foreword) "More than a thousand bombs and missiles were dropped on Baghdad, three times the number from the entire Gulf War," reported Pentagon correspondent Jim Miklaszewski,..." (more)
Key Phrases: consensual customer, customer relationship repository, marketing mix modeling, Precision Marketing Cycle, Minority Report, Kraft Foods (more...)

Editorial Reviews

Review

&a reliable pointer in the way marketing is developing& -- Financial Times, 31 March 2004

“…a reliable pointer in the way marketing is developing…” (Financial Times, 31 March 2004)

Product Description

Praise for Precision Marketing

"At Timex, we know about precision. For 150 years, we’ve built quality watches that tell accurate and exact time. Like other innovative companies, we also know about the need to deliver targeted and compelling marketing messages by taking advantage of new technologies and data analytics. In this book, Zabin and Brebach provide excellent guidance for doing just that!"
–Mark Shuster, Chief Marketing Officer, Timex Corporation

"During my twenty-year career as an advertising executive, I was responsible for hundreds of millions of dollars spent on building powerful brand relationships. Yet, at the end of the day, I was never able to give our clients something they really wanted: deep, intimate knowledge about their customers. This book shows how, by utilizing precision marketing techniques, companies can uncover that intimate knowledge–and, ultimately, create increased shareholder value. The insights are illuminating, compelling, and highly actionable."
–Steven Sjoblad, former president, Fallon Worldwide

"Today’s business environment demands that companies understand consumers by narrowly defined segments, and manage and value them accordingly. Jeff Zabin and Gresh Brebach do an excellent job of showing how precision marketing is the catalyst that allows a company to deliver increased value to consumers while also achieving greater financial returns for shareholders. This book is a must-read for any marketer trying to achieve either of these goals."
–Michael J. Bragg, Founder
Online Strategies and Consumer Centric Marketing Services
ConAgra Foods

"With The Seven Steps to Nirvana, Jeff Zabin established his reputation as a thought leader in the area of technology-enabled business strategy. With the publication of this book, he extends that reputation deep into the realm of marketing.
–Jim Anfield, President, Strategic Management Association

"Everybody knows mass marketing is dead, but until now nobody has taken the next step: figuring out how to target a company’s most profitable customers. Jeff Zabin and Gresh Brebach have tackled this job with Precision Marketing, an interesting, well-written, and well-researched book on the subject. Every marketer should read it."
–Al Ries, coauthor, The Fall of Advertising and the Rise of PR

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Product Details

• Hardcover: 272 pages
• Publisher: Wiley; 1 edition (February 6, 2004)
• Language: English
• ISBN-10: 0471467618
• ISBN-13: 978-0471467618
• Product Dimensions: 9.3 x 6 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #911,557 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

8 of 12 people found the following review helpful:

1.0 out of 5 stars Nothing new, April 15, 2004

By A Customer

Amazon Verified Purchase

In a 234-page book:

--the first 85 pages rehash industry studies and other marketing-related statistics
--pages 85-106 present the Precision Marketing Cycle, which is nothing new
--the next 100 pages go over common topics like predictive modeling, lifetime customer value and privacy challenges
--the final 25 pages present their views of the future

In sum, there's just nothing new.

2 of 10 people found the following review helpful:

5.0 out of 5 stars Solid work, February 24, 2004

By	Scott Hess "http://blindcamel.blogspot.com" (Chicago, IL) - See all my reviews (REAL NAME)

What Zabin does best is to transform dry business material into organic, interesting prose. Well done again. Unlike many similar titles, this book surely won't bore you, and it may even inspire you...