Building brands directly : creating business value from customer relationships /

Building brands directly : creating business value from customer relationships /

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Bibliographic Details
Author / Creator:	Pearson, Stewart.
Imprint:	Houndmills : MacMillan Press, 1996.
Description:	xvi, 431 p. : ill. ; 24 cm.
Language:	English
Subject:	Direct marketing. Advertising, Direct-mail. Customer relations. Branding (Marketing) Advertising, Direct-mail. Branding (Marketing) Customer relations. Direct marketing.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/1831662

Hidden Bibliographic Details
ISBN:	0333639073
Notes:	Includes bibliographical references (p. 409-415) and index.

Table of Contents:

1. A Time for Change
2. Successful Business Models
3. Marketing Strategy for Brands and Customers
4. Creating Value from Brands and Customers
5. From Image to Interactive Advertising
6. From Sales to Relationship-building Promotion
7. From Brand Loyalty to Customer Loyalty
8. From Mass to Data-driven Marketing
9. Creating Interactive Advertising
10. Creating Interactive Mail
11. Understanding Customer Behaviour
12. Controlling Marketing Investments
13. Building Consumer Brands Directly
14. Building Financial Brands Directly
15. Building Business Brands Directly
16. Building Retail Brands Directly
Action Plan One: Developing a Marketing Organisation
Action Plan Two: Developing a Customer Information System
Action Plan Three: Opening a Direct Channel
Action Plan Four: Building a Relationship/Loyalty System.