The End of Branding: What really drives consumers to buy: marketing that’s targeted to real-world buying behavior
Author:   Marc Rutschmann
Publisher:   Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Edition:   2015 ed.
ISBN:  

9783658078973


Pages:   150
Publication Date:   12 June 2015
Format:   Hardback
Availability:   In Print   Availability explained
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The End of Branding: What really drives consumers to buy: marketing that’s targeted to real-world buying behavior


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Full Product Details

Author:   Marc Rutschmann
Publisher:   Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint:   Springer Gabler
Edition:   2015 ed.
Weight:   0.452kg
ISBN:  

9783658078973


ISBN 10:   3658078979
Pages:   150
Publication Date:   12 June 2015
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.
Language:   English

Table of Contents

A close look at the buying process.- What stands out in today’s buying process: five recurring principles.- A model linked to behavioral research.- From branding to the process view: a method that pays.- Advertising that triggers action.

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Author Information

During the many years he served as CEO of a retail chain, Dr. Marc Rutschmann discovered the possibilities and limits of advertising as they played out in the real world. Since then, his Zurich-based communications agency has focused on “action-triggering” advertising. Dr. Marc Rutschmann is an author in the field of communications and a lecturer at the University of St. Gallen (HSG), Switzerland.

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