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Building Customer-brand Relationships by Don E. Schultz at Abbey's Bookshop,
Building Customer-brand Relationships
— —
Don E. Schultz Beth E. Barnes

Building Customer-brand Relationships

Don E. Schultz,  Beth E. Barnes,  Heidi F. Schultz ,  Marian Azzaro

$124

Paperback

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English
Routledge
15 April 2009
Customer services
"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."
By:   , , ,
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 254mm,  Width: 178mm,  Spine: 20mm
Weight:   635g
ISBN:   9780765617996
ISBN 10:   0765617994
Pages:   368
Publication Date:  
Audience:   Adult education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
Preface: Who Needs Another Campaigns Book?, 1. Customers and Brands: Marketplace Drivers for All, I. Understanding Customers: How They Think and How They Behave, II. Accountability: Marketing’s Biggest Challenge, III. Communicating With Customers in a Fragmented Marketplace, IV. The Right Message to the Right Audience at the Right Time, Index, About the Authors

Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro

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