Building Brands Directly: Creating Business Value from Customer Relationships

Building Brands Directly: Creating Business Value from Customer Relationships

by Stewart Pearson, Jeffrey Melnick
     
 

ISBN-10: 0814766188

ISBN-13: 9780814766187

Pub. Date: 03/01/1996

Publisher: New York University Press

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

…  See more details below

Overview

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 Details

ISBN-13:
9780814766187
Publisher:
New York University Press
Publication date:
03/01/1996
Pages:
431
Product dimensions:
6.00(w) x 9.00(h) x 1.25(d)

Table of Contents

List of Figures
List of Tables
Acknowledgements
Introduction
1A Time for Change1
2Successful Business Models24
3Marketing Strategy for Brands and Customers47
4Creating Value from Brands and Customers74
5From Image to Interactive Advertising103
6From Sales to Relationship-building Promotion125
7From Brand Loyalty to Customer Loyalty146
8From Mass to Data-driven Marketing171
9Creating Interactive Advertising206
10Creating Interactive Mail230
11Understanding Customer Behaviour252
12Controlling Marketing Investments284
13Building Consumer Brands Directly313
14Building Financial Brands Directly330
15Building Business Brands Directly348
16Building Retail Brands Directly367
Action Plan One: Developing a Marketing Organisation382
Action Plan Two: Developing a Customer Information System388
Action Plan Three: Opening a Direct Channel396
Action Plan Four: Building a Relationship/Loyalty System403
References409
Index417

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >