Building Customer-Brand Relationships
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Building Customer-Brand Relationships by Don E. Schultz
Book DescriptionAlmost 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.
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Book DetailsISBN: 9780765617996
(250mm x 175mm x 20mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 15-Apr-2009
Country of Publication: United States
Books By Author 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, 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, Hardback (September 2001)» View all books by Don E. Schultz
Corporate communications are now hugely important in the success of companies and organizations.
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