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

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ISBN-10: 0471467618

ISBN-13: 9780471467618

Edition: 2004

Authors: Jeff Zabin, Gresh Brebach, Philip Kotler

List price: $35.00
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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…    
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Book details

List price: $35.00
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/6/2004
Binding: Hardcover
Pages: 272
Size: 6.22" wide x 9.49" long x 1.08" tall
Weight: 1.012
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the…    

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