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Marketing Above the Noise
book

Marketing Above the Noise

by Linda J. Popky
November 2016
Intermediate to advanced content levelIntermediate to advanced
224 pages
5h 8m
English
Routledge
Content preview from Marketing Above the Noise

5 It All Starts with the Customer

Most organizations know who their customers are . . . at least on some level. But the question is, how well do they really know their customers?

I’ve been a customer of Macy’s Department Stores for a long, long time. It seems every week they’re sending me mailings about yet another sale. A couple of years ago, I got a notice in my bill that Macy’s would soon be sending me a specialized catalog, tailored to my specific buying habits. This sounded kind of interesting. Macy’s has the data to customize a catalog just for me. I’ve been shopping there for years. As a marketer, I was curious to see what Macy’s would do with what they knew about me.

The catalog that showed up in my mailbox was disappointing. My name ...

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Publisher Resources

ISBN: 9781351861410