Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity

The old marketing model is broken. And it can’t be fixed.  It must be replaced with Concurrence Marketing.

Nearly 70 percent of consumers say they are interested in products to shield them from all marketing or advertising.  Marketing that relies on saturation and intrusiveness has lost its effectiveness and productivity because it no longer fits how people live and shop.  The demographic underpinnings of the old model have been swept away by the mounting flood of difference and diversity.  Traditional appeals have lost resonance in the face of radically different values and expectations.

People now possess the tools, technologies and determination to assert control, which more people are doing because they no longer have the time, patience or interest for anything that is even slightly peripheral to their most important priorities.  People now feel so pressed for time they are giving up sleep to get time back, which is bad news for marketers who continue to expect people’s time and attention for free.

In this groundbreaking book, three leading thinkers at the world-renowned marketing firm Yankelovich Partners outline tomorrow’s blueprint for success.  It begins with P&R2, the four cornerstones of Concurrence Marketing--more precision, relevance, power and reciprocity.  And it requires the new tool of Addressable Attitudes--attitudes lined to individual names and addresses in order to match offers to interests with precision and relevance and to understand how best to deliver power and reciprocity.

The detailed case studies in this book demonstrate how marketers who practice Concurrence Marketing will realize dramatic gains in performance and productivity.

Change is inevitable.  The only question is whether marketers will be behind the wheel or just along for the ride.  Concurrence Marketing will create competitive advantage not only because marketing messages will be heard again but also because marketing practices themselves will provide a source of competitive advantage.

Concurrence Marketing and Addressable Attitudes provide the breakthrough solution to the growing crisis of marketing productivity.

 

Product Details
Hardcover: 288 pages
ISBN: 0-9704515-8-X