The author analyzes contemporary marketing to find the answers to the key question: What has gone wrong with current marketing? We Have more statistical models, more computer technology, more "killer apps," and more seminars about CRM and branding and customer retention, and yet response rates have gone through the floor and productivity and profitability have followed. And our customers believe us less than ever before.
And no one seems to know why. Except for Lewis. He focuses on the misuses of technology, the substitution of flash for substance, and the inability or unwillingness to keep concern for customer rapport in the selling and marketing equation.
Why has marketing been failing? The answers are here.
About the Author
Herschell Gordon Lewis, Direct Magazine's Curmudgeon-at-Large, is one of the world's leading authorities on creating copy and marketing programs that sell profitably. His columns have appeared regularly in leading advertising, direct marketing, and marketing publications. He is a much sought-after speaker and appears regularly on podiums all over the world. His books are regarded as standard works on marketing and direct marketing creativity.
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