Pub. Date:
New York University Press
Building Brands Directly: Creating Business Value from Customer Relationships

Building Brands Directly: Creating Business Value from Customer Relationships

by Stewart Pearson, Jeffrey Melnick


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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.

Product Details

ISBN-13: 9780814766187
Publisher: New York University Press
Publication date: 03/01/1996
Pages: 431
Product dimensions: 6.00(w) x 9.00(h) x 1.25(d)

About the Author

Stewart Pearson is a statistician and economist. He has developed brand building and customer relations programs for a number of companies, including American Express, Apple, Coca-Cola and Schweppes Beverages, Heinz, and Marlboro.

Table of Contents

Acknowledgements - List of Figures - A Time for Change - Successful Business Models - Marketing Strategy for Brands and Customers - Creating Value from Brands and Customers - From Image to Interactive Advertising - From Sales to Relationship-building Promotion - From Brand Loyalty to Customer Loyalty - From Mass to Data-driven Marketing - Creating Interactive Mail - Understanding Customer Behaviour - Controlling Marketing Investments - Building Consumer Brands Directly - Building Financial Brands Directly - Building Business Brands Directly - Building Retail Brands Directly - Action Plan One: Developing a Marketing Organisation - Action Plan Two: Developing a Customer Information System - Action Plan Three: Opening a Direct Channel - Action Plan Four: Building a Relationship/Loyalty System

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