All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits

By Garth Hallberg

Publisher: Wiley










A new conceptual approach to marketing practice from the vice president at Ogilvy Mather Direct which describes how to build a new kind of brand loyalty that leads to old-fashioned brand growth and increased profits without incremental marketing investment. Demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program.

Garth Hallberg, Worldwide Director of Differential Marketing at Ogilvy & Mather, is one of the few people in the industry with extensive experience in both media advertising at J. Walter Thompson and direct marketing at Ogilvy Direct. His clients have included such leading marketers as Kraft, Unilever, Seagram, Kimberly-Clark, Sears, and Ford.