Building Brands Directly: Creating Business Value from Customer Relationships

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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.

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Editorial Reviews

A guide to the direct marketing of brand names, examining areas such as new marketing technologies and techniques; the theory and strategy of development; and advertising, marketing, and retail issues. Offers guidelines on the practice of relationship marketing as well as building and managing customer data bases, and building consumer, financial, business, and retail brands. Of interest to marketing professionals. Includes four action plans for strategies such as opening a direct channel and building a loyalty system. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780814766187
  • Publisher: New York University Press
  • Publication date: 3/1/1996
  • Pages: 431
  • Product dimensions: 6.40 (w) x 9.41 (h) x 1.25 (d)

Meet the Author

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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Table of Contents

List of Figures
List of Tables
1 A Time for Change 1
2 Successful Business Models 24
3 Marketing Strategy for Brands and Customers 47
4 Creating Value from Brands and Customers 74
5 From Image to Interactive Advertising 103
6 From Sales to Relationship-building Promotion 125
7 From Brand Loyalty to Customer Loyalty 146
8 From Mass to Data-driven Marketing 171
9 Creating Interactive Advertising 206
10 Creating Interactive Mail 230
11 Understanding Customer Behaviour 252
12 Controlling Marketing Investments 284
13 Building Consumer Brands Directly 313
14 Building Financial Brands Directly 330
15 Building Business Brands Directly 348
16 Building Retail Brands Directly 367
Action Plan One: Developing a Marketing Organisation 382
Action Plan Two: Developing a Customer Information System 388
Action Plan Three: Opening a Direct Channel 396
Action Plan Four: Building a Relationship/Loyalty System 403
References 409
Index 417
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