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Coming To Concurrence: |
by J. Walker Smith, Ann Clurman and Craig Wood The old marketing model is broken. And it can’t be fixed. It must be replaced with Concurrence Marketing. Nearly 70 percent of consumers say they are interested in products to shield them from all marketing or advertising. Marketing that relies on saturation and intrusiveness has lost its effectiveness and productivity because it no longer fits how people live and shop. The demographic underpinnings of the old model have been swept away by the mounting flood of difference and diversity. Traditional appeals have lost resonance in the face of radically different values and expectations. People now possess the tools, technologies and determination to assert control, which more people are doing because they no longer have the time, patience or interest for anything that is even slightly peripheral to their most important priorities. People now feel so pressed for time they are giving up sleep to get time back, which is bad news for marketers who continue to expect people’s time and attention for free. In this groundbreaking book, three leading thinkers at the world-renowned marketing firm Yankelovich Partners outline tomorrow’s blueprint for success. It begins with P&R2, the four cornerstones of Concurrence Marketing--more precision, relevance, power, and reciprocity. And it requires the new tool of Addressable Attitudes--attitudes lined to individual names and addresses in order to match offers to interests with precision and relevance and to understand how best to deliver power and reciprocity. The detailed case studies in this book demonstrate how marketers who practice Concurrence Marketing will realize dramatic gains in performance and productivity. Change is inevitable. The only question is whether marketers will be behind the wheel or just along for the ride. Concurrence Marketing will create competitive advantage not only because marketing messages will be heard again but also because marketing practices themselves will provide a source of competitive advantage. Concurrence Marketing and Addressable Attitudes provides the breakthrough solution to the growing crisis of marketing productivity. Table of Contents Introduction: A Bigger Bang for the
Buck 1 J. Walker Smith, President of Yankelovich Partners, has been described by Fortune as “one of America’s leading analysts on consumer trends.” He is co-author of Rocking the Ages and Life Is Not Work, picked by the Wall Street Journal in 2001 as a top ten work-life book. Walker writes regularly for industry publications and does a weekly public radio commentary on “Smart City.” Ann Clurman, Senior Partner at Yankelovich Partners, is the intellectual force behind the 30-plus-year-old Yankelovich MONITOR. U.S. News & World Report has described Ann as “one of the best researchers and generation-watchers” in America. She is a much sought after speaker, a nationally recognized authority on women and youth, and co-author of Rocking The Ages. Craig Wood, President of the MONITOR MindBase division of Yankelovich Partners, oversaw the introduction of MindBase, the first database service able to merge attitudinal data into transactional databases. Craig is a nationally recognized authority on data solutions and consumer motivations, who speaks and writes regularly on trust, privacy, CRM, loyalty, and database marketing. We accept Visa, MasterCard, American Express, and Discover credit cards as well as PayPal. Ordering inside the USA For information on the cost of International shipping, please email our order department and make sure you provide your address to receive a reply with accurate shipping cost. Click here to order Coming to Concurrence for only $34.95 plus $7 shipping! |
