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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 | |
Acknowledgements | |
Introduction | |
A Time for Change | p. 1 |
Successful Business Models | p. 24 |
Marketing Strategy for Brands and Customers | p. 47 |
Creating Value from Brands and Customers | p. 74 |
From Image to Interactive Advertising | p. 103 |
From Sales to Relationship-building Promotion | p. 125 |
From Brand Loyalty to Customer Loyalty | p. 146 |
From Mass to Data-driven Marketing | p. 171 |
Creating Interactive Advertising | p. 206 |
Creating Interactive Mail | p. 230 |
Understanding Customer Behaviour | p. 252 |
Controlling Marketing Investments | p. 284 |
Building Consumer Brands Directly | p. 313 |
Building Financial Brands Directly | p. 330 |
Building Business Brands Directly | p. 348 |
Building Retail Brands Directly | p. 367 |
Action Plan One: Developing a Marketing Organisation | p. 382 |
Action Plan Two: Developing a Customer Information System | p. 388 |
Action Plan Three: Opening a Direct Channel | p. 396 |
Action Plan Four: Building a Relationship/Loyalty System | p. 403 |
References | p. 409 |
Index | p. 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