All consumers are not created equal

All consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference.

Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty - and old-fashioned profits - by communicating more directly and persuasively with the brand's most valuable customers. And it does so across all disciplines - advertising, sales promotion, and direct marketing.

Differential Marketing is an overarching concept that combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.