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Building Customer-brand Relationships

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"Building Customer-Brand Relationships takes the view that the marketer and the customer build on-going brand value together. Rather than the marketer trying to "sell," the role of the marketer is to help customers buy. Customer insights allow the marketer to understand which audiences are important for his or her product, what delivery forms are appropriate, and what type of content is beneficial. It is the outside-in approach that truly differentiates this text from all other campaigns and promotional marketing texts." "Emphasis on accountability and measurement, not commonly stressed in campaigns or communication texts." Covers media delivery decisions before dealing with creative development decisions. This book s organization reflects the increasing role and importance of media/delivery in the field.
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Product Details

  • ISBN-13: 9780765617996
  • Publisher: Taylor & Francis
  • Publication date: 4/15/2009
  • Edition description: New Edition
  • Pages: 355
  • Product dimensions: 6.90 (w) x 9.90 (h) x 0.90 (d)

Table of Contents

Preface: Who Needs Another Campaigns Book?

1 Customers and Brands: Marketplace Drivers for All 3

I Understanding Customers: How They Think and How They Behave 27

2 All Marketing Starts With Customers 29

3 Developing Customer Insights 47

4 How Customers Think 72

5 Identifying Customer Needs, Wants, and Desires 93

6 Finding Customer-Brand Connections 115

7 Data: Using the Database to Separate Good and Bad Customers 134

II Accountability: Marketing's Biggest Challenge 153

8 Customer-First Planning: From the Outside In 155

9 Investing in Customers, Not Marketing Communication 174

III Communicating With Customers in a Fragmented Marketplace 195

10 Touching Customers With Communication 199

11 Delivering Customer Communication Connections 212

12 Customer Consumption of Communication 231

13 Outbound or Push Communication Delivery Systems 253

14 Interactive or Pull Communication Delivery Systems 276

IV The Right Message to the Right Audience at the Right Time 297

15 Linking Customers and Marketers With Value Propositions 299

16 Communicating Brand Value to Customers 319

17 Next Steps in Building Customer-Brand Relationships 340

Index 345

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