Building Customer-Brand Relationships by Don E. Schultz
Look inside with Google Book Preview
Building Customer-Brand Relationships
By Don E. Schultz

Building Customer-Brand Relationships

By (author) See other recent books by Don E. Schultz See other recent books by Beth E. Barnes See other recent books by Heidi F. Schultz
Format: Paperback

Normal Price: $82.99
Your Price: $74.69 AUD, inc. GST
Shipping: $7.95 per order
You Save: $8.30! (10% off normal price)
Plus...earn $3.73 in Boomerang Bucks
Availability: Available Available, ships in 7-10 days



Building Customer-Brand Relationships by Don E. Schultz

Book Description

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.

Buy Building Customer-Brand Relationships book by Don E. Schultz from Australia's Online Bookstore, Boomerang Books.


Book Details

ISBN: 9780765617996
ISBN-10: 0765617994
Format: Paperback
(250mm x 175mm x 20mm)
Pages: 480
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 15-Apr-2009
Country of Publication: United States

Other Editions...


Books By Author Don E. Schultz

Reader in Marketing Communications by Don E. Schultz Reader in Marketing Communications, Hardback (August 2005)

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a global perspective on this topical subject.

IMC, the Next Generation by Don E. Schultz IMC, the Next Generation, Hardback (October 2003)

Explains IMC: what it is, what it means to you, and how to use it to power your organization's growth and financial success. This book shows you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.

Raising the Corporate Umbrella by Don E. Schultz Raising the Corporate Umbrella, Hardback (September 2001)

Corporate communications are now hugely important in the success of companies and organizations.

» View all books by Don E. Schultz

Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Building Customer-Brand Relationships book by Don E. Schultz and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write a book review


Boomerang Bucks close

For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.

Recent books by Don E. Schultz close
Building Customer-Brand Relationships by Don E. Schultz
Reader in Marketing Communications by Don E. Schultz
Reader in Marketing Communications by Don E. Schultz
IMC, the Next Generation by Don E. Schultz
Raising the Corporate Umbrella by Don E. Schultz
Communicating Globally by Don E. Schultz
»
Recent books by Beth E. Barnes close
Building Customer-Brand Relationships by Beth E. Barnes
Building Customer-Brand Relationships by Beth E. Barnes
»
Recent books by Heidi F. Schultz close
Building Customer-Brand Relationships by Heidi F. Schultz
Building Customer-Brand Relationships by Heidi F. Schultz
IMC, the Next Generation by Heidi F. Schultz
»
BoomerangBooks.com.au close