1,Knowing What to Sell,When,and to Whom

摘要

YOU ARE A CHIEF MARKETING OFFICER contemplating your company's quarterly mail-shot to customers.You know that if you can get some of your customers to buy from you,then you'll have increased the chances that they'll come back again in the future;second-time customers are more likely to become third-time customers than first-time customers are to become second-time ones,and so on.But the mailing is an expensive proposition,and you know that in the past only about 3% of customers have actually responded to mailings by making a purchase.