Home / Relationship Marketing / Building Customer-brand Relationships
Building Customer-brand Relationships

Building Customer-brand Relationships

Rating: 
Amazon Price: N/A (as of July 22, 2018 4:19 am – Details). Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on the Amazon site at the time of purchase will apply to the purchase of this product.

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.

Product Details

  • File Size: 6003 KB
  • Print Length: 356 pages
  • Page Numbers Source ISBN: 1138133760
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: Routledge (January 28, 2015)
  • Publication Date: January 28, 2015
  • Sold by: ¬†Amazon Digital Services LLC
  • Language: English
  • ASIN: B00SV94QF2
  • Text-to-Speech: Enabled
  • X-Ray: Not Enabled
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Not Enabled

About meadmin

meadmin

Leave a Reply

FP Traffic
Scroll To Top