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TitleBuilding customer-brand relationships / Don E. Schultz, et al
Imprint Armonk, New York : M.E.Sharpe, 2009
Edition 1st ed
Descript xi, 355 p. ; 25 cm

CONTENT

Customers and brands : marketplace drivers for all -- Understanding customers how they think and how they behave : All marketing starts with customers -- Developing customer insights -- How customers think -- Identifying customer needs, wants and desires -- Finding customer-brand connections -- Data : using the database to separate good and bad customers -- Accountability : marketing's biggest challenge : Customer-first planning : from the outside in -- Investing in customers, not marketing communication -- Communicating with customers in a fragmented marketplace : Touching customers with communication -- Delivering customer communication connections -- Customer consumption of communication Outbound or push communication delivery systems -- Interactive or pull communication delivery systems -- The right message to the right audience at the right time : Linking customers and marketers with value propositions -- Communicating brand value to customers -- Next steps in building customer-brand relationships


Relationship Marketing Customer Relations Branding (Marketing)

LOCATIONCALL#STATUS
Communication Arts Library658.812 B932 2009CHECK SHELVES

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