Overview

Full Product Details

Author:   Nick Wreden
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.00cm , Height: 1.80cm , Length: 22.90cm
Weight:   0.355kg
ISBN:  

9780749450182

ISBN 10:   0749450185
Pages:   224
Publication Date:   03 June 2007
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Chapter - 00: Introduction; Chapter - 01: Branding: yesterday, today and tomorrow; Chapter - 02: Forging a ProfitBrand in the customer economy; Chapter - 03: Customer equity: the key to accountability; Chapter - 04: How to calculate customer equity; Chapter - 05: Divide and conquer: take care of customers worth taking care of; Chapter - 06: Winning strategies to increase customer profitability; Chapter - 07: Increasing customer profitability through pricing; Chapter - 08: ProfitBrand principles for brand communications; Chapter - 09: Establishing accountability through branding systems; Chapter - 10: Establishing accountability through effective metrics; Chapter - 11: ProfitBrand service: owning the customer experience; Chapter - 12: Loyalty: the tie that binds; Chapter - 13: Orchestrating allies: no brand is an island; Chapter - 14: Conclusion

Reviews

i learned a lot from reading profit brand. this book does a superb job in showing how companies can gain by tracking individual customers' profitability, and not simply basing their strategies on aggregate measures such a sales and market share. philip kotler, kellogg school of management explains how to identify the most profitable customers as well as the unprofitable ones that sap corporate resources. journal of marketing research up to the minute and offers a workable thesis. journal of direct, data and digital marketing practice

I learned a lot from reading Profit Brand. This book does a superb job in showing how companies can gain by tracking individual customers' profitability, and not simply basing their strategies on aggregate measures such a sales and market share. Philip Kotler, Kellogg School of Management Explains how to identify the most profitable customers as well as the unprofitable ones that sap corporate resources. Journal of Marketing Research Up to the minute and offers a workable thesis. Journal of Direct, Data and Digital Marketing Practice

Author Information

Nick Wreden is a renowned brand futurist and Managing Director of FusionBrand, a consultancy that specializes in customer loyalty and metrics-based branding. He has over 20 years' experience of branding products for Fortune 500 and other companies, including IBM, Cisco and Hitachi. He is an award-winning writer and member of the American Marketing Association, and teaches brand management at executive level.

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