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

Product Author Bios

TOM OSENTON has more than 25 years of senior-level management experience at world-class companies such as the CapCities/ABC, The Sporting News, and Billboard Publications. He worked on three Olympic Games as an executive with the ABC Television Network, serving as network spokesman in 1984. As President and CEO of The Sporting News, he spearheaded a major turnaround that helped save the nation's oldest sports weekly, while pioneering an early move to the Web.

Tom is currently CEO of the Customer Share Group LLC—a leading management and marketing consultancy that advises some of the world's major companies and brands on developing customer share strategies. As a leading expert on strategic marketing and planning, he is a popular industry speaker and a frequent participant at industry seminars, conferences, and webinars.

Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty teaches customer share marketing, which leverages customer loyalty through direct marketing and advanced, Internet-driven sales techniques. Author Tom Osenton demonstrates how leading companies apply customer share marketing to increase sales and profits, often more effectively and at a substantial savings over traditional methods.

Table of Contents

Acknowledgments.


Foreword.


Introduction.

I. THE BATTLE FOR MARKET SHARE.

II. UNLOCKING THE POWER OF CUSTOMER LOYALTY.

III. ACQUIRING CUSTOMERS AND PERMISSION.

IV. RETAINING CUSTOMERS AND GROWING CUSTOMER SHARE.

V. MARKETING IN THE NEXT ECONOMY.