Market Segmentation
The One to One Fieldbook: The Complete Toolkit for Implementing a 1To 1 Marketing Program
Known as "one-to-one" marketing, this radically new competitive strategy was introduced by Don Peppers and Martha Rogers in their first two best-selling books, The One-to-One Future and Enterprise One-to- One. One-to-one marketing focuses a firm's competitive energies less on market share and more on share of customer, enabling a firm to increase customer loyalty and improve unit margins at the same time.
Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program
Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
Deploy marketing dollars more efficiently In today's take-no- prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMAEs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet.
Market Segmentation: Conceptual and Methodological Foundations
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments.
Selling to a Segmented Market: The Lifestyle Approach
This volume shows how businesses can prosper in the rapidly changing, fragmented markets of the 1990s by adopting a new, highly effective marketing strategy--the lifestyle approach. Author Chester Swenson profiles the major and emerging consumer segments and shows how to reach these markets through precisely targeted, personalized marketing campaigns that take into account a segment's demographics, attitudes, values, interests, community activities, and affiliations. Successful lifestyle programs introduced by major companies like Reebok, 3M, and Coca- Cola are used throughout the discussion to illustrate aspects of the lifestyle marketing strategy.
Segmentation and Positioning for Strategic Marketing Decisions
Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation that most other marketing handbooks. Myers discusses the intricacies of segmentation and positioning techniques and also shows the ways these techniques can be interpreted and used in the real world.
Multicultural Marketing
Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as nonethnic Americans. The spending power of ethnic Americans has doubled over the past decade--to well over 1 trillion. But Then Consider This Fact: As recently as 1997, only 1 percent of American marketing dollars was spent for advertising directly to ethnic Americans. Is There a Message Here? You Bet. If your company is not marketing directly to--and hiring--ethnic Americans, you are losing access to an emerging market whose size rivals that of Latin America or Eastern Europe . . . The time to start investing in targeted ethnic and minority marketing--in selling to the new America--is now.
