Kraus focuses upon a particular audience segment, uncommitted attenders who accompany the purchase decision makers. He discusses the opportunities and strategies available to the presenter sensitive to the circumstances and likely attitudes of this often overlooked consumer group.

The marketers of most goods and services look out over a sea of suspects. Their first job is to reduce their market to the more manageable and much smaller lake of prospects. Occasionally, alas, a puddle of prospects is what many marketers of products and services get down to as they begin sifting through the mass market in search of the smaller target group that might buy what they are selling.

While not everyone with something to sell finds a ready market, most do. And the winning and losing marketers are judged by their skill at turning prospects into customers. This is the most crucial and difficult part of the marketing process. The assumption is that at this stage you have found a prospect with at least a latent interest in what you are selling; you must now separate the prospect from the time and money he must invest to become a customer. A lot of decisions to which the business schools of the world give arcane names are embodied in this step, and it is indeed scary.

CONTENTS
In search of marketing efficiency.

Kraus focuses upon a particular audience segment, uncommitted attenders who accompany the purchase decision makers. He discusses the opportunities and strategies available to the presenter sensitive to the circumstances and likely attitudes of this often overlooked consumer group.