Building Brands Directly: Creating Business Value from Customer Relationships pdf epub fb2

Building Brands Directly: Creating Business Value from Customer Relationships by Stewart Pearson pdf epub fb2

Building Brands Directly: Creating Business Value from Customer Relationships Author: Stewart Pearson
Title: Building Brands Directly: Creating Business Value from Customer Relationships
ISBN: 0814766188
ISBN13: 978-0814766187
Other Formats: rtf doc txt lit
Pages: 431 pages
Publisher: NYU Press (March 1, 1996)
Language: English
Category: Business & Money
Size PDF version: 1837 kb
Size EPUB version: 1478 kb
Subcategory: Marketing & Sales




Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. In Building Brands Directly, Stweart Pearson offers a comprehensive guide to the direct marketing of brand names.

Beginning with a summary of the obstacles facing brands, Pearson examines such topics as new marketing technologies and techniques; the theory and strategy of developement; advertising, marketing, and retail issues. He offers a guide to the practice of relationship marketing and provides guidance on building and managing customer data bases. This book will be an invaluable resource for marketing firms and companies looking to develop and sustain brand names through direct marketing.