Beyond Maxi-Marketing

"Finding our target market in the old familiar places is a luxury no longer available to the strategic planner."

"When it comes to providing the information consumers do want, most marketers remain guilty of putting selling ahead of telling."

"What you convey by what you do is more important that what you say in self-serving media messages."

"Individualized marketing is no longer just a promising futuristic possibility."

"How do you keep your prices at a rock-bottom low, operate on a paper-thin margin, and still offer extra services, amenities, or rewards?"

"Direct interaction centered on real customer interests is the best way to build strong, positive feelings."

"To really listen to what your prospects and customers are asking for, and to really make the fundamental changes necessary to satisfy those needs, can mean shaking your company to its roots."

"It is startling to note in how many cases a daring, successful new marketing strategy was born of necessity and represented a sharp break with the past."

"Dell [Computer] was one of the first companies in the world to understand what is often the primary function of the new advertising, the ability to gather valuable information about prospects who want to begin a dialogue with the company."

"The smartest companies climb beyond mere brand awareness into the rarefied atmosphere of enduring customer relationships."

"We were astonished and impressed by how The LEGO Company is so rich in so many innovative manifestations of a Caring and Daring corporate culture."

"Of all the companies we have examined or heard about, what Seagram has accomplished and is currently working on comes closet to doing everything, and more, that we talked about in MaxiMarketing."

"When we put the yardstick of the seven keys to business success in the 1990s up against the Nestle program, it scores a perfect 7."

"Over the years, customers have flocked to take advantage of the unique brand of involvement found at Fidelity."

"Ryder got the message and turned their business around, going from double-digit losses to double-digit profits in the first year of the turnaround."

"Mastery of Information-Age Marketing, putting telling ahead of selling, is the key to success that foreshadows continued spectacular growth for the Amil Group."

"Puget Sound Bank blazed a trail in marketing by demonstrating that creative commitment to responsible corporate citizenship can pay off bigger in the long run than any number of superficial or fawning image campaigns."

"Jerry Taylor felt there should be at least a few strings attached to his new plan, so customers would value it more."

"Consumers who had gotten accustomed to quality and service during the 1980s became price-conscious and bargain-hungry."

"Today the struggle for customers between such hard-hitting discounters as Wal-Mart and Kmart is like a free-for-all brawl among dragons."

"Unlike the cultural factors that often make an award-winning advertising campaign unique to its country of origin, the insights gained from a new Individualized Marketing strategy are usually transportable from country to country."

"What is surprising is that none of the other luxury car manufacturers seem to realize what they can afford to pay to keep a customer."

"Why does the panacea of the moment so often fail to fulfill its promise the next day?"

"Thou shalt do more than enough."