Building Customer-brand Relationships

Name: Building Customer-brand Relationships
Brand: Taylor & Francis Ltd
Price: 118.99 AUD
Availability: BackOrder

By: Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro

Write A Review

Paperback | 15 April 2009 | Edition Number 1

At a Glance

Paperback
368 Pages

Dimensions(cm)
25.4 x 17.8 x 3.2

Paperback

RRP $131.00

$118.99

or 4 interest-free payments of $29.75 with

or

Available for Backorder. We will order this from our supplier however there isn't a current ETA.

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to ''sell'', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the ''push-pull'' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or ''pull'' media of Internet, mobile communications, social networks, and more. Its ''customer-centric'' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text''s concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Shipping

	Standard Shipping	Express Shipping
Metro postcodes:	$9.99	$14.95
Regional postcodes:	$9.99	$14.95
Rural postcodes:	$9.99	$14.95

Orders over $79.00 qualify for free shipping.

How to return your order

At Booktopia, we offer hassle-free returns in accordance with our returns policy. If you wish to return an item, please get in touch with Booktopia Customer Care.

Additional postage charges may be applicable.