Consumer interest is directly proportional to the salience of the message. The more relevant your messaging, the more likely your prospective and existing customers will respond. As you present your brand in increasingly relevant ways, you drive increases in revenue, response, and ultimately, return on investment.

Relevance is a requirement for marketing success. "Precision Marketing: Maximizing Revenue through Relevance" empowers marketers with the knowledge to achieve that success.

Sandra Zoratti co-authored this book with Lee Gallagher. Zoratti is vice president, marketing, executive briefings, education for Ricoh Americas Corporation.