Today, many marketers are aware of the irreversible changes taking place in the marketing environment and the need to find new ways and methods of attracting and retaining consumers. Written in clear, clear language, this book shows how, by combining targeted and mass marketing tools, you can reduce your company's marketing costs, increase your return on marketing investment, and achieve a compelling competitive advantage in the marketplace. Comprehensive research and personal experience of the authors helped create a vivid picture of new marketing relationships that allow companies to convey succinct, clear and targeted marketing messages to consumers who are truly receptive to their perception. The book will be of interest to marketers, managers at various levels, entrepreneurs, teachers and students of economics specialties.