Building Customer-brand Relationships

Building Customer-brand Relationships
Author :
Publisher : Routledge
Total Pages : 424
Release :
ISBN-10 : 9781317475606
ISBN-13 : 1317475607
Rating : 4/5 (06 Downloads)

Book Synopsis Building Customer-brand Relationships by : Don E. Schultz

Download or read book Building Customer-brand Relationships written by Don E. Schultz and published by Routledge. This book was released on 2015-01-28 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.


Building Customer-brand Relationships Related Books

Building Customer-brand Relationships
Language: en
Pages: 424
Authors: Don E. Schultz
Categories: Business & Economics
Type: BOOK - Published: 2015-01-28 - Publisher: Routledge

DOWNLOAD EBOOK

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate
Consumer-Brand Relationships
Language: en
Pages: 501
Authors: Susan Fournier
Categories: Business & Economics
Type: BOOK - Published: 2012-03-29 - Publisher: Routledge

DOWNLOAD EBOOK

The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationshi
Building Customer-brand Relationships
Language: en
Pages: 368
Authors: Don E. Schultz
Categories: Business & Economics
Type: BOOK - Published: 2015-01-28 - Publisher: Routledge

DOWNLOAD EBOOK

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate
Building Consumer-brand Relationship in Luxury Brand Management
Language: en
Pages:
Authors: Paula Cristina Lopes Rodrigues
Categories: Brand name products
Type: BOOK - Published: 2020 - Publisher:

DOWNLOAD EBOOK

"This book focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and underst
Strong Brands, Strong Relationships
Language: en
Pages: 342
Authors: Susan Fournier
Categories: Business & Economics
Type: BOOK - Published: 2015-06-12 - Publisher: Routledge

DOWNLOAD EBOOK

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a co