Building Brands Directly: Creating Business Value from Customer Relationships available in Hardcover
- Pub. Date:
- New York University Press
|Publisher:||New York University Press|
|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 ContentsAcknowledgements - 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