Planting Flowers, Pulling Weeds: Identifying Your Most Profitable Customers to Ensure a Lifetime of Growth - Couverture rigide

Rubio, Janet; Laughlin, Patrick; Loughlin, Patrick

Couverture rigide

ISBN 10 : 0471035130 ISBN 13 : 9780471035138

Editeur : John Wiley & Sons Inc, 2002

Synopsis

Introduces a powerful, ten-step approach to forging strong, life-long relationships with any company's most valuable customers Two former Dell executives turned Fortune 500 consultants reveal the incredibly successfully, ten-step program they instituted at the world's number-one PC manufacturer for finding profitable customers, building and maintaining lasting relationships with them, and allocating resources based on their bottom-line value: the Direct Impact Growth System. Rubio and Laughlin use fascinating and instructive case studies based on their experiences at Dell, Xerox, Citibank, Mercedes Benz, Braun, and other top international firms to demonstrate the system in action and its phenomenal results. Janet Rubio (Austin, TX) led Dell's direct marketing and catalog programs and oversaw its 20 million dollar promotional budget. In 1998 she founded Direct Impact, a top national marketing agency specializing in helping companies accelerate and control growth. Patrick Laughlin (Austin, TX) left IBM, where he was the company's top-ranking salesman, to join Dell as a marketing manager. At Dell, he developed a range of sales programs and customer evaluation tools.

A propos du livre

À propos de l'auteur

JANET RUBIO, a former marketing executive with Dell, led the company into direct marketing by launching catalog programs and target-marketed segment programs. As a consultant, she developed databases and direct marketing programs for Xerox Corporation and Mercedes-Benz of North America. The relationship marketing program she designed for Mercedes won a Gold Echo Award at the Direct Marketing Association Conference in 1997. PATRICK LAUGHLIN began his career at IBM, where he was ranked among its top sales representatives. Laughlin joined Dell as a marketing manager in 1992. There he developed a variety of innovative programs, including SMART, the Sales and Marketing Analytical Reporting Tool, which provided detailed intelligence about customers and prospects and tracked the company's performance against targeted accounts. Ms. Rubio and Mr. Laughlin are partners at Direct Impact, a direct marketing agency based in Austin, Texas.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0471035130
• ISBN 13: 9780471035138
• Reliure: Relié
• Nombre de pages: 288
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible