The great marketing turnaround : the age of the individual, and how to profit from it /
Stan Rapp, and Tom Collins.
- New York : Plume, [1992]
- xiv, 336 p. : ill. ; 21 cm.
Content
Introduction Chapter 1. Trouble in the Market place Chapter 2. Time for Turnaround Thinking Chapter 3. From Unknown to Identified Prospects and Customers Turnaround Trend No. 1 Chapter 4. From Creative-Driven to Response-Driven Turnaround Trend No.2 Chapter 5. From "Steam-Rollering" the Market to filling each Niche Turnaround Trend No. 3 Chapter 6. From Ad Impressions counted to New Customers Won Turnaround Trend No.4 Chapter 7. Form Advertising Monologue to Consumer dialogue Turnaround Trend No.5 Chapter 8. From Bombarding the Marketplace to building Relationship Turnaround Trend No. 6 Chapter 9. From Passive Consumers to involved participants Turnaround Trend No. 7 Chapter 10. From Mass Marketing to Direct mass Marketing Turnaround Trend No. 8 Chapter 11. From U.S. P. to E.V. P. Turnaround Trend No. 9 Chapter 12. From Single- Channel to multi-Channel Distribution Turnaround Trend No. 10 Chapter 13. The Best and the Boldest Chapter 14. The Future of the Great Turnaround and your part in it
Includes bibliographical references (p. 314-321) and index.