Overview

"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."

Full Product Details

Author:   Don E. Schultz ,  Beth E. Barnes ,  Heidi F. Schultz ,  Marian Azzaro
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 17.80cm , Height: 2.00cm , Length: 25.40cm
Weight:   0.635kg
ISBN:  

9780765617996

ISBN 10:   0765617994
Pages:   368
Publication Date:   15 April 2009
Audience:   Adult education ,  Professional and scholarly ,  Further / Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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.

Table of Contents

"An expanded and updated edition of Woronoff's 1986 study of Asia's emerging economic giants, this book looks back at what has happened in the intervening years, especially as regards the ""discovery"" of this phenomenon in the Western media and the overreactive hype that has accompanied it. As the author puts it: ""My purpose is to show how these countries, which hitherto has been quite unremarkable, began to develop vigorously. What policies and strategies they used. What they did right and, even more importantly, what they did wrong."""

Reviews

Author Information

Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions