Building Brands Directly

Creating Business Value from Customer Relationships

Häftad, Engelska, 1996

AvStewart Pearson

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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.

Produktinformation

Utgivningsdatum1996-01-01
Mått155 x 235 x 25 mm
Vikt674 g
FormatHäftad
SpråkEngelska
Antal sidor431
Upplaga96001
FörlagPalgrave Macmillan
ISBN9781349137732

Tillhör följande kategorier

Acknowledgements - List of Figures - A Time for Change - Successful Business Models - Marketing Strategy for Brands and Customers - Creating Value from Brands and Customers - From Image to Interactive Advertising - From Sales to Relationship-building Promotion - From Brand Loyalty to Customer Loyalty - From Mass to Data-driven Marketing - Creating Interactive Mail - Understanding Customer Behaviour - Controlling Marketing Investments - Building Consumer Brands Directly - Building Financial Brands Directly - Building Business Brands Directly - Building Retail Brands Directly - Action Plan One: Developing a Marketing Organisation - Action Plan Two: Developing a Customer Information System - Action Plan Three: Opening a Direct Channel - Action Plan Four: Building a Relationship/Loyalty System