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Building Customer-brand Relationships
ISBN-13:
9781317475606
Veröffentl:
2015
Seiten:
480
Autor:
Don E. Schultz
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ongoing brand value together.
Preface: Who Needs Another Campaigns Book?, 1. Customers and Brands: Marketplace Drivers for All, I. Understanding Customers: How They Think and How They Behave, II. Accountability: Marketing's Biggest Challenge, III. Communicating With Customers in a Fragmented Marketplace, IV. The Right Message to the Right Audience at the Right Time, Index, About the Authors
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