Traditional Mass Marketing is DEAD! Let database marketing sage Fred Newell help you understand the new ground rules. "Today an increasing number of marketing executives recognize the need to build a database of customers and prospects. However, not everyone knows why. Fred Newell's book The New Rules of Marketing is an explanation of not only why a database is required for manufacturers and retailers, but a guide to how to build and how to use it. He explains clearly and interestingly why it is customers who count, and the building of relationships with them is the right path to profits. The book is full of wisdom and marketing truths, and the writing style leads you from idea to idea effortlessly.
Your next big customer is already in your database! Fred Newell, "The Father of Database Marketing," shows you in The New Rules of Marketing how to use new techniques and strategies to learn everything possible about your customers...and leverage that unique knowledge to grab a decisive competitive advantage! Newell’s fast-moving and entertaining book is packed with actual examples and case histories that explain: How to discover the powerful needs and desires that customers try to conceal; Creative strategies for growing and keeping more profitable customers; A step-by-step guide to building your own database marketing program; How advertisers, advertising agencies and the media will have to change to keep pace; The 5 next-century consumer trends that will change marketing forever.