Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. In Building Brands Directly, Stweart Pearson offers a comprehensive guide to the direct marketing of brand names. Beginning with a summary of the obstacles facing brands, Pearson examines such topics as new marketing technologies and techniques; the theory and strategy of developement; advertising, marketing, and retail issues. He offers a guide to the practice of relationship marketing and provides guidance on building and managing customer data bases. This book will be an invaluable resource for marketing firms and companies looking to develop and sustain brand names through direct marketing.
Stewart Pearson is a statistician and economist. He has developed brand building and customer relations programs for a number of companies, including American Express, Apple, Coca-Cola and Schweppes Beverages, Heinz, and Marlboro.
"A sprawling and uniquely synthetic account of the role immigrants have played as performers, entrepreneurs, and as the subjects of the mass culture industry. Brings a stunning, transnational array of immigrant cultural forms, immigration policies, and cohorts together in new and important ways." -Rachel Ida Buff, University of Wisconsin-Milwaukee "A thought-provoking examination of immigration history" -"Choice", "Eloquently written" -"Popular Music", "In this eminently readable and insightful overview of U.S. cultural history in the last century, Rachel Rubin and Jeffrey provide a view into the roiling production of American culture." -"Journal of American Ethnic History", "Rachel Rubin and Jeff Melnick show us the skinny on pop's melting pot. The cauldron does not burn off immigrant character, creating American sameness, but intensifies its many tastes. Ladle after ladle of ethnic infusions go into the pot--"Scarface" to "Gypsy Punks", pachuco zoot suiters to Ravi Shankar, Jimmy Cliff to "West Side Story". They compound the terms of race and place until they reform the mainstream. And, suddenly, that old wasp canon has become just another ethnic style." - W. T. Lhamon, Jr., author, most recently, of "Jump Jim Crow: Lost Plays, Lyrics, and Street Prose of the First Atlantic Popular Culture"
