Today, many marketers are realizing the irreversibility of changes in the marketing environment and the need to find new ways and methods to attract and retain consumers. Written in a lively and understandable language, this book tells how, by combining targeted and mass marketing tools, you can reduce the company's marketing costs, increase the return on marketing investments and achieve an undeniable competitive advantage in the market. In-depth research and the authors' personal experiences have helped to create a vivid picture of new marketing relationships that enable companies to deliver rich, clear and targeted marketing messages to a truly disposed consumer. The book will be of interest to marketers, managers of various levels, entrepreneurs, teachers and students of economic specialties.