Skip to main content

Humanities, Social Science and Language


Digital Products


Connect®
Course management and student learning tools backed by great support.

McGraw Hill GO
Greenlight learning with the new eBook+

ALEKS®
Personalize learning and assessment

ALEKS® Placement, Preparation, and Learning
Achieve accurate math placement

SIMnet
Ignite mastery of MS Office and IT skills

McGraw Hill eBook & ReadAnywhere App
Get learning that fits anytime, anywhere

Sharpen: Study App
A reliable study app for students

Virtual Labs
Flexible, realistic science simulations

AI Reader
Encourage Discovery, Boost Understanding

Services


Affordable Access
Reduce costs and increase success

Learning Management System Integration
Log in and sync up

Content Collections powered by Create®
Curate and deliver your ideal content

Custom Courseware Solutions
Teach your course your way

Education for All
Let’s build a future where every student has a chance to succeed

Business Program
Explore business learning solutions & resources

Professional Services
Collaborate to optimize outcomes

Remote Proctoring
Validate online exams even offsite

Institutional Solutions
Increase engagement, lower costs, and improve access for your students

Evergreen
Updated, relevant materials—without the hassle.

Support


General Help & Support Info
Customer Service & Tech Support contact information

Online Technical Support Center
FAQs, articles, chat, email or phone support

Support At Every Step
Instructor tools, training and resources for ALEKS, Connect & SIMnet

Instructor Sample Requests
Get step by step instructions for requesting an evaluation, exam, or desk copy

Platform System Check
System status in real time

An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

ISBN10: 1264268548 | ISBN13: 9781264268542

An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing
ISBN10: 1264268548
ISBN13: 9781264268542
By Jamie Turner and Chuck Moxley

Step 1 . Download Adobe Digital Editions to your PC or Mac desktop/laptop.

Step 2. Register and authorize your Adobe ID (optional). To access your eBook on multiple devices, first create an Adobe ID at account.adobe.com. Then, open Adobe Digital Editions, go to the Help menu, and select "Authorize Computer" to link your Adobe ID.

Step 3. Open Your eBook. Use Adobe Digital Editions to open the file. If the eBook doesn’t open, contact customer service for assistance.

The breakthrough marketing strategy today’s leading companies are using to change consumer behavior and drive revenue to the bottom line One-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior. But with that enormous potential comes a common pitfall: Alienating customers who value their privacy. In An Audience of One, internationally recognized marketing experts Jamie Turner and Chuck Moxley reveal the secrets to implementing a strategy that allows you to use important data while respecting consumers’ privacy concerns. In chapter after chapter of real-life cases and primary research, you’ll learn: Which brands are using one-to-one marketing, and how they leverage it for growth The important role privacy plays in a one-to-one marketing campaign What fears consumers have about privacy—and how address those concerns How to calculate the ROI of a one-to-one marketing campaign Why the traditional sales funnel no longer works—and what’s replacing it Surprising insights about how the customer journey can be leveraged to grow sales How to create consumer profiles—without invading your customers’ privacy If you’re a marketing professional, C-level executive, an entrepreneur or leader in any consumer-facing business, understanding one-to-one marketing—and learning how to use it properly—is critical to your brand’s success. An Audience of One will give you the in-depth understanding you need and provide a hands-on, actionable roadmap to take your marketing to the next level.

Foreword by Don Peppers and Martha Rogers, PhD
Introduction: The World of One-to-One Marketing
PART 1 THE ONE-TO-ONE MARKETING OVERVIEW
   CHAPTER 1 What Is One-to-One Marketing?
   CHAPTER 2 Your Consumers Are Changing. Are You Keeping Up with Them?
PART 2 DIGGING DEEPER
   CHAPTER 3 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Who and the What)
   CHAPTER 4 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Where and When)
   CHAPTER 5 Dissecting 1:1 Campaigns Versus Mass Marketing Campaigns (the Why and How)
PART 3 STRATEGIC THINKING
   CHAPTER 6 The Sales Funnel Isn’t Dead. It Just Needs a Kick in the Butt.
   CHAPTER 7 Reinventing the Way You Think About Marketing
   CHAPTER 8 Key Concepts and Definitions Every 1:1 Marketer Must Know
   CHAPTER 9 What’s Required to Become a 1:1 Marketer?
PART 4 PUTTING IT ALL TO WORK
   CHAPTER 10 Building and Implementing a Marketing Strategy Around Your Audience of One
   CHAPTER 11 The Tools in the Toolshed
   CHAPTER 12 How to Turn Consumer Privacy into a Strategic Benefit for Your Brand
   CHAPTER 13 Seven Tips and Best Practices for Implementing 1:1 Marketing in Your Organization
   CHAPTER 14 Yes, B2B Marketers Can Also Be 1:1 Marketers
PART 5 ADVANCED TECHNIQUES
   CHAPTER 15 Data Is the New Oil That Keeps 1:1 Marketing Running Smoothly
   CHAPTER 16 Identity: The Linchpin of 1:1 Marketing
   CHAPTER 17 How to Create and Manage Your Identity Graph
   CHAPTER 18 Fun with ROI Calculations—Even If You’re Not a Math Whiz
   CHAPTER 19 Putting It All Together
Notes
Index

Need support?   We're here to help - Get real-world support and resources every step of the way.

Top