Book Description

The book Micro Marketing-Concepts and Cases takes into cognizance the growing phenomenon, that today s customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs. To satisfy these customers, major marketers must shift from casting a wide marketing net over a vast crowd to selling to millions of individual customers. This shift from mass to micro marketing presents both opportunities and challenges to market researchers. In their effort to market to customers on a one-to-one basis, market-driven companies must quickly make the move from creative, right-brain strategies to analytical, left-brain strategies. This book encompasses different sectors and examines how companies are marketing one to one and finding ways and means of micro profiling their customers, in order to provide individual value to each customer from the goods and services which they buy/purchase. The sectors which are covered in the book are: Retail, Services, Banking/Finance, Airways, Rural sector and many more. Retail is a happening sector today; Innovations in service; private labels; range and layout of customer centric stores; a lifestyle experience. Micro profiling; future of supply chain technology; service to customer; all these can be checked out in what is happening at retail chains! The book is rich in content on strategic micromarketing adopted by marketers in various sectors and which have paid them good dividends. It will surely benefit marketing professionals, marketing professors, students, and advertising agencies, in terms of the tips and strategies unfurled in the articles represented in the book.