CUSTOMER SHARE MARKETING OSENTON T. Księgarnia

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

Tom Osenton

Summary

A one-percent increase in customer share is equal to a five-percent increase in market share.

Hitting the market share wall

Increasing market share can be a very expensive proposition. Instead, leading-edge marketers are turning to customer share growth as a powerful, effective, and inexpensive way to increase sales as well as profits.

Unlock the power of customer loyalty

Your best customers may be exceedingly loyal, but loyalty alone won't make them better customers. One-to-one, permission-granted marketing can help you cross that bridge.

Retain customers and grow customer share

Properly deployed, a customer share marketing strategy creates a mutually rewarding relationship between you and your customers. Discover the best ways to deepen your relationship with customers you've already invested to acquire.

Marketing in the next economy

With market share reservoirs largely drained, a customer share marketing focus is the next logical step in the evolution of marketing. Through real-world examples, apply the experiences of the world's great marketers to your company, large or small.

More sales, greater loyalty from your best customers!

Over the last half-century, the leading marketers, advertisers, and business schools in the United States and around the world have focused on the art of growing market share as the primary means of growth for a business. Today, attempts to expand market share are often prohibitively expensive and only marginally effective at best. Author Tom Osenton, the world's leading authority on customer share marketing, offers a compelling alternative for today's marketers who are compelled to generate growth.

Customer Share Marketing:

Shows how large and small companies can systematically mine current customers and benefit from customer loyalty
Demonstrates how the world's leading marketers-including American Express, BMW, Coca-Cola, Frito-Lay, and Johnson & Johnson-are applying customer share marketing strategies to grow revenues
Contains over 30 real-world best practice acquisition examples and over 30 best-practice retention examples

"Here at last, a practical guide for tapping into the marketing power and intimacy of the Web. Osenton shows us how to create highly profitable, enduring online customer relationships....today, not five years from now!" Chuck Fruit, Vice President & Marketing Chief of Staff, The Coca-Cola Company

"Invaluable insight into utilizing the Web to grow profitability. Osenton's book is one of the few that mixes theory, with a strong does of reality, to give an outcome of real world practical applications. An innovative, thought-provoking read for any industry." Jeff Rotsch, President, Sales, General Mills

284 pages

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