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 DENVER, Nov. 16 /PRNewswire/ -- One of the nation's leading communications companies is rewriting the "book" on traditional advertising, marketing and the way corporations talk to their most important asset -- customers.
 A new book released today by Denver-based Customer Communications Group -- "Customer Communications -- The New Marketing Discipline" -- promises to be the new marketing "manifesto" for the '90s.
 Drawing upon the company's nearly two decades of experience, the book is both a critical treatise on the "traditional" marketing/advertising industries as well as a corporate survival manual for the '90s.
 "Our book addresses how to talk with and keep existing customers, which is where the greatest marketing opportunities lie in the '90s," said John Klug, founder and chief executive officer of CCG. "Customer communications represents a new marketing discipline that is already beginning to alter fundamental business strategies."
 While many companies pay lip service to the importance of customer service, the book predicts that, "The marketplace of the future will be dominated by those companies who truly recognize that customers are the central focus of every successful business."
 Such companies will cultivate "intense interactive relationships with their customers and deepen those relationships with each and every opportunity," said Klug. "The bottom line is a company should talk with a customer using the special words and syntax normally reserved for a close friend, spouse or confidant."
 In addition to noting the change in the way companies must "talk" to customers, the author believes corporate marketing budgets themselves will undergo a dramatic shift.
 In the previous decade, marketing budgets focused almost entirely on potential new business/customers with few resources devoted to existing customers.
 This decade, the book predicts, the situation will reverse. Marketing priorities will focus much more on existing customer-focused communications and promotions and less on acquiring new customers.
 In this new business "paradigm," media-savvy customers will have to be reached on many levels and with new, interactive, "high bandwidth" media.
 Also, according to the book, in order to support increased customer interaction, the customer database will become "the key marketing tool of the '90s. The database will tell you who your customers are ... their demographics, lifestyle, past purchases, likes and dislikes."
 In addition, the traditional "one ad for all" or "Madison Avenue" approach will no longer work in today's customer-driven market, according to Klug, because of a shrunken economy, the rise of the media- savvy consumer and other factors.
 Historically, CCG notes, traditional marketing has largely been characterized by homogenized messages (advertisements) aimed primarily, somewhat indiscriminately, at the masses to build market share. In contrast to traditional mass marketing which the book likens to "dropping cluster bombs from a B-52," customer communications in the '90s will be "smart" -- laser-guided, targeted and personal. "Eventually, every customer will receive a different message, a different offer, maybe even through a different medium."
 "Traditional marketing and advertising are often like an elixir," said Klug, "as good feeling, and sometimes as worthless as snake oil."
 The book is about a "revolution" -- in effect, a "Brave New World" of corporate communication -- and suggests companies implement communication strategies that are the "antithesis of everything that's been done to date" to retain their share of the increasingly competitive market.
 Launched in 1977 and headquartered in Denver, CCG is now the nation's largest privately held customer communications agency.
 The company has counseled more than 100 national firms on effective customer communications as well as providing program analysis and management, concept and creative development, tracking and market research, direct mail, collateral, newsletters, fulfillment and database management.
 Reaching 39 million customers annually through its publications, Customer Communications Group has represented many of the largest firms in the banking, financial, real estate, health care, insurance, retail, travel and telecommunications industries.
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 /NOTE TO EDITORS: The book is available to the general public for $11.95. For more information, call 800-525-0313./
 /CONTACT: John Klug of Customer Communications Group, 303-988-7580; or Jim Zelinski of Healy-Williams, 415-546-6166/

CO: Customer Communications Group ST: Colorado IN: PUB SU: PDT

PK-RB -- SFFNS01 -- 4843 11/16/93 07:34 EST
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Publication:PR Newswire
Date:Nov 16, 1993

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