Building Brands Directly: Creating Business Value from Customer Relationships

Name: Building Brands Directly: Creating Business Value from Customer Relationships
Brand: New York University Press
SKU: 9780814766187
Price: 11482.0 INR
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by Stewart Pearson

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ISBN13: 9780814766187
Binding: Hardcover
Subject: N/A
Publisher: New York University Press
Publisher Imprint: New York University Press
Publication Date: March 1, 1996
Pages: 431
Original Price: GBP 80.0
Language: English
Edition: N/A
Item Weight: 912 grams
BISAC Subject(s): Marketing / Multilevel

About The Book

Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. In Building Brands Directly, Stweart Pearson offers a comprehensive guide to the direct marketing of brand names.
Beginning with a summary of the obstacles facing brands, Pearson examines such topics as new marketing technologies and techniques; the theory and strategy of developement; advertising, marketing, and retail issues. He offers a guide to the practice of relationship marketing and provides guidance on building and managing customer data bases. This book will be an invaluable resource for marketing firms and companies looking to develop and sustain brand names through direct marketing.

About The Author

Pearson, Stewart: - Stewart Pearson is a statistician and economist. He has developed brand building and customer relations programs for a number of companies, including American Express, Apple, Coca-Cola and Schweppes Beverages, Heinz, and Marlboro.

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