The Engaged Customer: The New Rules of Internet Direct Marketing - Softcover

Brondmo, Hans Peter

Softcover

ISBN 10: 0066620791 ISBN 13: 9780066620794

Publisher: Harperbusiness, 2002

Synopsis

Identifies the profit potentials in Internet direct marketing, explaining how companies can create online relationships with customers by tailoring marketing strategies to customer preference, buying patterns, and interests, presenting case examples by such top companies as Hewlett-Packard and Victoria's Secret. Reprint.

About this title

Review

Observers of the Net have long considered e-mail the medium's killer application. The Eng@ged Customer, by Hans Peter Brondmo, shows why this may be even more relevant for e-commerce endeavours of the future--and sets out various ways that it can be utilised to develop "profitable, loyal and engaged" consumers today. "Whether you're sending individual customers their stock portfolio update at the end of each trading day, writing a gossip column on the music industry, sending special offers or promotions, publishing an industry newsletter, sending a purchase confirmation, or running a gift reminder-and-product-suggestion service, e-mail marketing can do the job," writes Brondmo, founder of a firm that has helped design and implement such programs for companies ranging from Amtrak to Victoria's Secret. A section illustrating how e-mail can foster the "age-old principles (of) personal service and communication" to more fully engage customers and one with speculations on the future implications of the practice are sandwiched around the meat of Brondmo's book: specifics on using e-mail to acquire, convert and retain real business. The highly detailed advice, consistently delivered with the necessary sensitivity to spam, privacy and other concerns, should prove instructive to executives and managers at every level. --Howard Rothman

About the Author

Hans Peter Brondmo is a pioneer and recognised authority in the emerging discipline of Internet direct-marketing; He is the founder of Post Communications Inc, the leading provider of closed-loop e-mail marketing solutions, and has developed e-mail campaigns for some of America's best-known companies; Educated at MIT, Brondmo is an entrepreneur and popular speaker; Hans Peter Brondmo was born in Norway and lives in San Francisco

Edition details

• Publisher: Harperbusiness
• Publication date: 2002
• Language: English
• ISBN 10: 0066620791
• ISBN 13: 9780066620794
• Binding: Paperback
• Number of pages: 288