Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity

Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity


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Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity by Paul Temporal, Martin Trott

Provides a fresh, international perspective on building customer relationships and building brand equity
Customer relationship management (CRM) is one of the hottest topics in strategic branding worldwide, and, as the authors of this groundbreaking book demonstrate, the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management, Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.
Paul Temporal, PhD (Singapore), is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation, development, and management. Martin Trott (Malaysia) is Managing Director of Relationship Marketing International.

Product Details

ISBN-13: 9780471846154
Publisher: Wiley
Publication date: 06/05/2001
Pages: 250
Product dimensions: 6.30(w) x 9.00(h) x 1.10(d)

About the Author

Dr Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-orientated approach resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, Corporate Charisma, Strategic Positioning, Branding in Asia and Hi-Tech Touch Branding, and is highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore.
He can be contacted at

Martin Trott's career began in the 1970s with a blue-chip financial services organization in the UK. His career history spans customer services, finance, information technology, strategic planning, call center management, corporate purchasing and marketing.
Martin was an early adopter of relationship marketing techniques in the mid-1990s, and in 1996, he moved to Asia to work as Managing Director of Relationship Marketing International, and agency specializing in Customer Relationship Management (CRM) and Strategic Partnering.
In 2000, Martin returned to the UK and is now working as Marketing Director for an e-commerce venture.

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