Marketers around the globe are recognizing that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions to spend so that they can target buyers in sophisticated and individual ways.
"Precision Marketing" helps break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Case studies from companies such as Fiat, Amazon, Tesco, ING and others show how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.
Kogan Page, Limited
Maximizing Revenue Through Relevance
Management & Computers