“sEVERAL YEARS AGO BRITISH RAIL, the company that operates most of Britain's rail service, discovered that its ridership had gone into a steep decline.”
A guide to the simplicity and power of neighborhood marketing by the man who perfected the art for McDonald's Corporation Trying to pull in business beyond a 10- minute drive of one's enterprise is a waste of time, money, and the chance for enviable success. That's the eye-opening assertion of the modern-day father of strategic neighborhood marketing, Tom Feltenstein, in The Ten Minute Marketer Handbook . Echoing his mentor, McDonald's late founder Ray Kroc, that "it's all local," Feltenstein makes a powerful argument for focusing on one's own backyard. He describes how to win against bigger companies, bigger ad budgets, and bigger campaigns, explaining in detail: Why mass-media marketing is a dead end Why the best marketing strategy is the oldest--building local customer loyalty Why everything you need to grow their business they already have
