Creating Business Value from Customer Relationships
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 ......
Surveys all aspects of branding, from new brand development to brand management, from trademark protection to the role of advertising and design. Looking at the increasingly crucial role that brands have come to play in the international marketplace, 20 contributions address questions such as how l
Integrated Marketing Communication for the Digital Media Landscape
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of todays digital first media landscape.
Integrated Marketing Communication for the Digital Media Landscape
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today's digital first media landscape.
Every day each of us experiences the marketing power and influence of a widely recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand ......
How Impatient Organisations Build Profitable Brands, Fast.
A practical and inspiring guide to building brands in this modern, fast paced business environment. Leveraging the latest in marketing science, first hand experience and behind the scenes case studies. You will learn the four key foundations for growth: 1. Find your consumers’ most valuable PROBLEM 2. Design a clear SOLUTION that delivers ......
Creating and Executing a Plan of Attack on a Low Budget
A proactive, practical, step-by-step guide to producing a fully integrated, customised, low-budget plan of attack for artists marketing their own music.
Big to small businesses need customers and want to keep them. A blog can be an introduction and a continued connection to your business that can be strong, educational and personal while reaching an unlimited audience. These 6 laminated pages will show you everything you need to know to start, grow, maintain and measure your customer connections ......
Seven Customer Service Habits That Create Confidence with Everyone
Want to amaze your customers, impress the people you work with, and outshine your competition? In Be Amazing or Go Home, Shep shares the secrets behind making his motto "Always Be Amazing!" an everyday lifestyle and shows how you too can become exceptional in business and in life.
