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.

Introduction: A Bigger Bang for the Buck
 
Section I The World To Come

1. Marketing Smog
2. Nano-casting
3. The Claustrophobia of Abundance
4. Self-Invention
5. Out of Time

Section II The Concurrence Marketing Imperative

6. The Crisis of Marketing Productivity
7. Concurrence Marketing

Section III P&R²

8. Addressable Attitudes for Marketing Precision
9. Addressable Attitudes for Marketing Relevance
10. Insights Integration for Consumer Power
11. Insights Integration for Consumer Reciprocity
12. Getting Concurrent

About Yankelovich Partners, Inc.

About the Authors

Index


"The Marketing Tool Makers at Yankelovich have done it again. Readable, relevant and insightful, Coming to Concurrence is another bestseller for the team of J. Walker Smith, Ann Clurman and Craig Wood."

Paco Underhill
CEO
Envirosell Inc.
Author of Call of the Mall and Why We Buy

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" . . . a riveting analysis of what's going on in today's  marketplace.  The insights in this book are deep and profound—in particular, the innovation of Addressable Attitudes . . . an important advance that marketers like me have needed and wanted for years. . . . Required reading for every serious marketer. "

Jody Bilney
Executive Vice President and Chief Marketing Officer
The Charles Schwab Corporation

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" . . . a must-have addition to a marketing bookshelf. It deals with today's number one marketing issue: marketing productivity…and is a call-to-action challenging conventional marketing approaches. Tapping into the gold mine of Yankelovich MONITOR, and mixing with the keen observations of the authors, this thoughtful and thought-provoking book generates insights and uses this information to yield practical marketing actions."

Larry Light
Executive Vice President, Global Chief Marketing Officer
McDonald’s Corporation

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" . . . the real power of this book is in the lessons marketers can learn to turn this crisis of productivity into a giant opportunity to improve marketing performance [and capitalize on] . . . the power of concurrence."

Frederick Newell
CEO
Seklemian/Newell
Author of Why CRM Doesn't Work

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"The practice of concurrence marketing outlined in this book is so critical that the CMO title should be changed to CCO (Chief Concurrence Officer).  As usual, Yankelovich has given us tomorrow’s headlines today . . . a must-read guide to the future of marketing."

Ed Winter
CEO
TracyLocke

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"Prepare to be enlightened by groundbreaking insight into perhaps the greatest challenge facing marketers today—why marketers must transform their thinking and actions to show customers how much they care and, once again, give them a reason to believe."

Scott Robinette
President
Hallmark Loyalty, A Hallmark Company
Co-author of Emotion Marketing