Building Customer-brand Relationships

Business & Finance, Economics, Macroeconomics
Cover of the book Building Customer-brand Relationships by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro ISBN: 9781317475606
Publisher: Taylor and Francis Publication: January 28, 2015
Imprint: Routledge Language: English
Author: Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
ISBN: 9781317475606
Publisher: Taylor and Francis
Publication: January 28, 2015
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Politics Is a Joke! by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book The Ashgate Research Companion to the Politics of Democratization in Europe by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Distinctiveness, Coercion and Sonority by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Collection Development Issues in the Online Environment by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Terror from the Extreme Right by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Literature and Emotion by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book An Introduction to Native North America by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book An Introduction to Consultee-Centered Consultation in the Schools by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Facing the Challenges of a Multi-Age Workforce by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Home Studio Setup by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book International Perspectives on Student Outcomes and Homework by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Public Budgeting in African Nations by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Shanghai in Transition by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Environmental Life Cycle Assessment of Goods and Services by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
Cover of the book Psychology in the Classroom by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy