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

Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers? specific wants and needs. This process is called precision marketing . Based on extensive research and their own experience working with some of the world's largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report , they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.