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Building Brands Directly : Creating Business Value from Customer Relationships - Stewart Pearson

Building Brands Directly

Creating Business Value from Customer Relationships

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  • Paperback View Product Published: 1st January 1996

New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build. How to create business value by sustaining existing brands and building new brands is the priority of our major business leaders, the managers to whom they entrust their brands and the students who are the brand stewards of the future. In this book Stewart Pearson explains how to build your brands directly: by investing in the loyalty of your customers and explains the commercial realities behind today's marketing headlines.

List of Figures
List of Tables
A Time for Changep. 1
Successful Business Modelsp. 24
Marketing Strategy for Brands and Customersp. 47
Creating Value from Brands and Customersp. 74
From Image to Interactive Advertisingp. 103
From Sales to Relationship-building Promotionp. 125
From Brand Loyalty to Customer Loyaltyp. 146
From Mass to Data-driven Marketingp. 171
Creating Interactive Advertisingp. 206
Creating Interactive Mailp. 230
Understanding Customer Behaviourp. 252
Controlling Marketing Investmentsp. 284
Building Consumer Brands Directlyp. 313
Building Financial Brands Directlyp. 330
Building Business Brands Directlyp. 348
Building Retail Brands Directlyp. 367
Action Plan One: Developing a Marketing Organisationp. 382
Action Plan Two: Developing a Customer Information Systemp. 388
Action Plan Three: Opening a Direct Channelp. 396
Action Plan Four: Building a Relationship/Loyalty Systemp. 403
Referencesp. 409
Indexp. 417
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780333639078
ISBN-10: 0333639073
Series: Creating Business Value from Customer Relationships
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 431
Published: 4th February 1996
Country of Publication: GB
Dimensions (cm): 24.11 x 16.1  x 2.8
Weight (kg): 0.71
Edition Number: 10