The Great Marketing Turnaround

Rapp and Collins, in their bestselling book Maximarketing, were the first to predict the changed landscape of marketing in the 1990s: the targeting of minimarkets; the decline of mass advertising; the turn to database-driven relationships. Now they show how to take advantage of the ten turnaround trends identified in The Great Marketing Turnaround.
1. From unknown to identified prospects and customers 2. From creativity-driven to response-driven advertising 3. From "steamrollering" the market to filling each niche
4. From second impressions counted to new customers won
5. From advertising monologue to consumer dialogue
6. From bombarding the marketplace to building relationships

7. From passive consumers to involved participants
8. From mass marketing to "direct mass" marketing
9. From unique-selling proposition to extra-value proposition
10. From single-channel to multi-channel distribution