| Description |
viii, 232 pages ; 24 cm |
| Note |
Includes index. |
| Contents |
1. Rodeo Circuit -- Roping a High-End Select Market for Battaglia menswear -- 2. Stuck on You -- Reestablishing Brand Dominance for Johnson & Johnson's BAND-AID Brand Adhesive Bandages -- 3. Medical Marketing -- Providing Information - and Hope - for Pacific Oaks Medical Group -- 4. Let 'Em Eat Drake's -- Getting the (Baked) Goods on the Competition for Borden's Drake's Bakeries -- 5. Marketing Peace -- Selling of an Idea for the Los Angeles City Attorney's Office -- 6. Chicken Fight -- Carving a Niche in a Crowded Coop for Hardee's Restaurants -- 7. Modern Stone Age Marketing -- Reaching Several Corporate Select Markets for Turner Home Entertainment -- 8. Your Place or Mine? -- Advertising to the Advertisers for the BelAge Hotel -- 9. Marketing the Misunderstood -- Linking Product Identity With Consumer Identity for Dr Pepper -- 10. Tender Loving Health Care -- Treating Patients as Individuals for Midway Hospital Medical Center -- 11. Community Ties -- Multicultural Marketing of a Political Program for the Los Angeles Business Revitalization Center -- 12. Phoning Home -- Changing Hispanic Calling Patterns for AT&T -- 13. Lite Makes Right -- Staying Abreast of Changing Tastes for Kentucky Fried Chicken - KFC -- 14. Taking Stock -- Ensuring the Future of an Automotive Giant for Ford Motor Company -- 15. Getting a Web Site on the Right Track -- Training an Enthusiastic Select Market for Athearn Trains in Miniature -- 16. Future of Selective Marketing -- Now Playing at a Theater Near You. |
| Summary |
"Divide and Conquer teaches you what you need to know to conduct your own successful selective-marketing campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify your markets precisely, get to know them inside and out, fashion a message that they'll hear and respond to, and find the perfect media mix to deliver your message." "The first practical guide to the revolutionary marketing strategy that threatens to make mass marketing a thing of the past, Divide and Conquer is essential reading for marketing managers, entrepreneurs, and professionals working in small businesses, midsize companies, and large corporations."--BOOK JACKET. |
| Subject |
Market segmentation -- United States.
|
| ISBN |
0471176338 cloth alkaline paper |
|
9780471176336 cloth alkaline paper |
|
