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Building Brands Directly: Creating Business Value from Customer Relationships Hardcover - 1996
by Stewart Pearson
From the rear cover
Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also contend 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, Stewart 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 development; 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.
Details
- Title Building Brands Directly: Creating Business Value from Customer Relationships
- Author Stewart Pearson
- Binding Hardcover
- Pages 431
- Volumes 1
- Language ENG
- Publisher New York University Press
- Date 1996-03-01
- ISBN 9780814766187 / 0814766188
- Weight 2.01 lbs (0.91 kg)
- Dimensions 9.41 x 6.4 x 1.25 in (23.90 x 16.26 x 3.18 cm)
- Library of Congress subjects Branding (Marketing), Customer relations
- Library of Congress Catalog Number 95022869
- Dewey Decimal Code 658.84
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Building Brands Directly: Creating Business Value from Customer Relationships
by Pearson, Stewart
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Building Brands Directly: Creating Business Value from Customer Relationships
by Stewart Pearson
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Building Brands Directly: Creating Business Value from Customer Relationships
by Pearson, Stewart
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- Hardcover
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- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780814766187 / 0814766188
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