Building Customer-Brand Relationships

Informationen zum Autor Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro Zusammenfassung Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ongoing brand value together. Inhaltsverzeichnis 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

Product details

• Authors: Marian Azzaro, Azzaro Marian, Beth E. Barnes, Barnes Beth E., Don E. Schultz, Don E. Barnes Schultz, Heidi F. Schultz, Schultz Don E., Schultz Heidi F.
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 28.10.2015
• EAN: 9781138133761
• ISBN: 978-1-138-13376-1
• No. of pages: 480
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, Economics, Market research, BUSINESS & ECONOMICS / Economics / Macroeconomics