The ultimate marketing machine: Creating the predictable consumer

This book shows how an organisation can be structured according to the clear principles of the Ultimate Marketing Machine®. These principles are based upon the distinction between changing and stable aspects of customers, their measurable behaviour and insight into their neural systems. Managers who apply these principles will be surprised to learn how much the returns on investments can be improved in the commercial processes. And they understand that customers are more predictable than ever before. Paul Postma's innovative approach has proved invaluable to our marketing and sales strategy. KLM, Director Customer Management Christina Zanchi, Gartner Excellence CRM Award Winner 2004, Amsterdam With The ultimate marketing machine, Postma succeeds once again to mix stimulating and intriguing new concepts with practical recommendations for marketing professionals in a style that is both jargon-free and entertaining: a must read. INSEAD-CEDEP, Visiting Professor Julien Lévy, Paris.