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About this book
New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build. How to create business value by sustaining existing brands and building new brands is the priority of our major business leaders, the managers to whom they entrust their brands and the students who are the brand stewards of the future. In this book Stewart Pearson explains how to build your brands directly: by investing in the loyalty of your customers and explains the commercial realities behind today's marketing headlines.
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Table of contents (20 chapters)
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Front Matter
Bibliographic Information
Book Title: Building Brands Directly
Book Subtitle: Creating Business Value from Customer Relationships
Authors: Stewart Pearson
DOI: https://doi.org/10.1007/978-1-349-13771-8
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Stewart Pearson 1996
Hardcover ISBN: 978-0-333-63907-8Published: 04 February 1996
Softcover ISBN: 978-1-349-13773-2Published: 01 January 1996
eBook ISBN: 978-1-349-13771-8Published: 27 July 2016
Edition Number: 1
Number of Pages: XVI, 431
Topics: Corporate Communication/Public Relations, Customer Relationship Management