Skip to main content
PBS logo
 
 

Search - Building Brands Directly: Creating Business Value from Customer Relationships

Building Brands Directly: Creating Business Value from Customer Relationships
Building Brands Directly Creating Business Value from Customer Relationships
Author: Stewart Pearson
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 Buildi...  more », 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.
ISBN-13: 9780814766187
ISBN-10: 0814766188
Publication Date: 3/1/1996
Pages: 431
Rating:
  ?
0 stars, based on 0 rating
Publisher: NYU Press
Book Type: Hardcover
Members Wishing: 0
Reviews: Amazon | Write a Review


Genres:


Back to the Top ↑
By using this Web site, you confirm that you have read, understood, and agreed to be bound by the Terms of Use. As an Amazon Associate we earn from qualifying purchases.
US Patent Number 7,877,315 | Copyright © 2004 - 2024 PaperBackSwap.com. All Rights Reserved.