Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty

By Tom Osenton

Allowing the reader to learn how and why the world's leading marketers are growing customer share, this text shows how to successfully increase the amount of business from loyal customers. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0130671673
• ISBN13: 9780130671677
• Release Date: January 2002
• Publisher: FT Press
• Length: 284 Pages
• Weight: 1.54 lbs.
• Dimensions: 1.2" x 6.3" x 9.3"

Customer Reviews

Eye opening, enlightening book

Ostenton demonstrates how we can use a website plus e-mail to develop one-on-one relationships with customers, thus turning prospects into customers, customers into repeat customers, and repeat customers into customers for life. Employing a sharp, insightful writing style, Ostenton describes how radio and television facilitated mass marketing and the almighty fight for market share during the 20th Century, and currently how the World Wide Web and e-mail make it possible for companies to develop one-on-one relationships with customers to gain more business from the customers they already have: customer share marketing. Well-written, insightful, brilliant.

New Thinking

The overwhelming majority of business books that I have read over the past decade provide no new thinking. Books on how to lead, how to manage, how to sell, provide very little practical advice and even less new thinking.This book provides new thinking. It is not a copycat title. Any industry can and should adopt the model. Thanks for delivering something fresh...

SUPER BOOK!

A must read that turns marketing upside down. Intelligent real world examples. Very readable and great insights for all.

CUSTOMER SHARE MARKETING CHANGES EVERYTHING!

Customer Share Marketing is the most logical explanation of the funk that business finds itself in today, and offers the only possible solution for growth for companies that have maxed out their market share limits. We certainly have. The author has articulated a new marketing discipline that will revolutionize the way products and services are marketed worldwide. Customer Share Marketing cuts through all of the CRM hype, jargon, expense, and promises that have mostly gone unfulfilled. It makes sense that a new strategic marketing discipline (CSM) will help marketers deliver increased sales and profits. Unlike CRM, which was born out of technology, CSM is strategic, and was born out of marketing. We've all heard the blah, blah, blah of getting closer to your customers. Customer Share Marketing just does it - building meaningful relationships with customers one at a time based on two important elements that take the guess work out of marketing:1. Relevance to the individual customer based on product preferences that they knowingly provide the marketer2. Permission granted to the marketer directly from the customerForget about acquisition. We are shifting our business model to reflect much more of a retention-oriented, customer share growth-oriented philosophy. Customer Share Marketing is a game-changer for us or any industry for that matter.Why haven't we been doing this all along? Read it.

A Great Book, A Better Business Philosophy

Where in the world has Customer Share Marketing -- both the book and the activity -- been all these years? Osenton makes it so clear in simple, no nonsense language that none us of have really done retention well at all. Even fewer of us have developed growth strategies for the consumers we have already convinced to buy from us.Shame on the business schools for not recognizing that market share growth was limited! More than a seminal book - a revolutionary marketing concept that will turn the marketing world inside-out and upside-down. A must read for any executive who has 10 or more years to go until retirement.