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Building Customer-brand Relationships by Schultz, Barnes, Schultz, Azzaro New..
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eBay item number:125427742166
Item specifics
- Condition
- PublishedOn
- 2015-10-30
- Title
- Building Customer-brand Relationships
- ISBN
- 9781138133761
- EAN
- 9781138133761
- Publication Year
- 2015
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Building Customer-Brand Relationships
- Publisher
- Taylor & Francis LTD
- Subject
- Marketing
- Item Weight
- 454g
- Number of Pages
- 480 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
Taylor & Francis LTD
ISBN-13
9781138133761
eBay Product ID (ePID)
225732923
Product Key Features
Publication Name
Building Customer-Brand Relationships
Format
Hardcover
Language
English
Subject
Marketing
Publication Year
2015
Type
Textbook
Number of Pages
480 Pages
Dimensions
Item Weight
454g
Additional Product Features
Country/Region of Manufacture
United Kingdom
Item description from the seller
Business seller information
WRAP Ltd.
Mubin Ahmed
Unit 4
119 Loverock Road
Reading
Berkshire
RG30 1DZ
United Kingdom
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- GB 724498118
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- 03800600
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eBay item number:125427742166
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