Building Brands Directly: Creating Business Value from Customer Relationships - Image 1

£74.00

NYU Press Building Brands Directly: Creating Business Value from Customer Relationships

Name: Building Brands Directly: Creating Business Value from Customer Relationships
Brand: NYU Press
Price: 74.0 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: NYU Press
Format: hardcover
ASIN: 0814766188
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 01 March 1996
Listed Since: 30 December 2006

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NYU Press Building Brands Directly: Creating Business Value from Customer Relationships

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