Marketing & Sales Management, Mathematical Modeling - Business, Marketing - Professional & Reference

Coming to Concurrence

Name: Coming to Concurrence
Author: J. Walker Smith
ISBN: 9780970451583

by Smith, J. Walker, Clurman, Ann, Wood, Craig

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Overview

Nearly 70 percent of consumers say they are interested in products that shield them from all marketing and advertising. For marketers who rely on "force-feeding" marketing messasges to their prospects and clients, that is very bad news. Their marketing productivity is going to plummet. And people now possess the tools to exert control and block intrusive messages. In this groundbreaking books the authors, leading executive s in one of hte world's leading research organizations, ouitline tomorow's blueprint for success. The model rsts on four corners of Precision, Relevance, Power, and REciprocity. ALl of this is driven by the ability to find Addressable attitudes of potential customers and speak to those attitudes with relevance, precision, power and reciprocity. The result will be the solution to the growing crisis to Marketing Productivity.

About the Author, J. Walker Smith

J. Walker Smith, president of Yankelovich + Partners, has been described by Fortune magazine as "one of America's leading analysts on consumer trends." Ann Clurman, Senior Partner at Yankelovich, has been described by US News & World Report as "one of the best researchers and generation-watchers" in America. Craig Wood is president of MONITOR MindBAse division of Yankelovich and is a nationally recognized expert on data solutions and consumer motivations.

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Soundview Executive Book Summaries

In Coming to Concurrence, J. Walker Smith, Ann Clurman and Craig Wood, consumer trend experts from the marketing firm Yankelovich Partners, explain how concurrence marketing must replace traditional marketing models. They write that people are so pressed for time that they no longer have the patience for marketing that relies on saturation and intrusiveness. The authors explain that concurrence marketing is built on more precision, relevance, power and reciprocity, and use detailed case studies to describe how marketers can become more productive. Copyright © 2005 Soundview Executive Book Summaries