Branding, Public Relations, Customer Service, Marketing - Professional & Reference
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Overview
"Building Customer-Brand Relationships takes the view that the marketer and the customer build on-going brand value together. Rather than the marketer trying to "sell," the role of the marketer is to help customers buy. Customer insights allow the marketer to understand which audiences are important for his or her product, what delivery forms are appropriate, and what type of content is beneficial. It is the outside-in approach that truly differentiates this text from all other campaigns and promotional marketing texts." "Emphasis on accountability and measurement, not commonly stressed in campaigns or communication texts." Covers media delivery decisions before dealing with creative development decisions. This book s organization reflects the increasing role and importance of media/delivery in the field.Synopsis
This innovative text takes the view that the role of the marketer is not simply to sell, but rather to help the customer buy. This customer-centric approach stresses the importance of customer insight and media planning ahead of creative development in today's dynamic push-pull marketplace.
Book Details
Published
January 1, 2009
Publisher
Sharpe, M. E. Inc.
Pages
355
Format
Paperback
ISBN
9780765617996