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Customer Specific Marketing


By Brian Woolf

Hardback, published in May 1996

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About the Book...

Brian Woolf's book changed the way companies do business. His Theory: 'Mass marketing is dead'. Differentiated marketing-giving different offers to different customers is the new marketing wave. A graduate of Harvard business School and former CFO of Food Lion, Woolf shows how businesses have to practice the ""intelligent loss of business" for greater profits by reorganizing your business along customer rather than product lines.

Customer Specific Marketing (CSM) has taken the place of Mass Marketing. This groundbreaking book explains, in a simple, clear style, why and how this radical change has occurred.

Today, retailers around the world are shedding their old one-price-fits-all marketing strategies and are offering specific prices and benefits to different customers, achieving significant profit gains in the process.

Customer specific marketing is based on two principles:
1. Not all customers are equal, and
2. Behavior follows rewards.

Accepting these principles leads to de-averaging your customers, marketing to each segment individually, and focusing rewards on the desired behavior - frequent, high-spending customer activity.

Drawing from his research and consulting with retailers (ranging from single store operators to some of the largest retail chains in the world), Brian Woolf demonstrates the power and practice of customer specific marketing in six easy-to-read sections:

Premise
The basic case in favor of CSM.

Economics
The superior economics of CSM.

Practices
The ten major characteristics of CSM and how they are practiced.

Measurements
The exciting new measurement now available to help your business.

Implementation
How to successfully launch CSM

Validation
Speeches from seven leading practitioners of CSM validating the ideas permeating the book.

This book, applicable to every retail and service company, is essential reading for those who want to be in business - and succeed - in the twenty-first century.

About the author...

Brian Woolf is a global leader in loyalty marketing. In addition to writing three definitive works on the subject, Measured Marketing: A Tool to Shape Food Store Strategy, Customer Specific Marketing, and Loyalty Marketing: The Second Act, he spends his time helping retailers develop and strengthen their loyalty programs.

The techniques and metrics he has developed have become guiding principles for those operating some of the world's most successful programs. He is the President of the Retail Strategy Center, and is a frequent speaker at conferences in the US, Europe and Japan.

Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; Chief Financial Officer of Food Lion, a leading US food retailer; and President of One Price Clothing, a women's discount apparel chain. He has an M.Com. (Economics) from Auckland University, New Zealand, and an MBA from the Harvard Business School.

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