Customer Share Marketing How the World's Great Marketers Unlock Profits from Customer Loyalty

This book introduces Customer Share Marketing, showing how to leverage one-to-one, permission-based marketing to grow customer share, not market share -- and sell more to your most loyal customers! World-renowned marketer Tom Osenton introduces new marketing principles that are applicable to companies of all sizes and in all industries, demonstrating how to unlock the power of customer loyalty, dramatically increasing the value of your current customers. Drawing on the best ideas from direct selling, permission marketing, and one-to-one marketing, Osenton presents today's best solutions for acquiring customers, retaining them, and growing your share of their purchases. He shows how to maximize the power of mass and direct marketing in today's infotainment economy, and shares Customer Share Marketing case studies from today's best marketers -- including Frito Lay, Coca Cola, and Johnson and Johnson. For every marketing professional and executive decision-maker in companies of all sizes and industries.