Building Brands Directly: Creating Business Value from Customer Relationships - Softcover

Pearson, Stewart

Softcover

ISBN 10: 1349137731 ISBN 13: 9781349137732

Publisher: Palgrave Macmillan, 1996

Synopsis

New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build. How to create business value by sustaining existing brands and building new brands is the priority of our major business leaders, the managers to whom they entrust their brands and the students who are the brand stewards of the future. In this book Stewart Pearson explains how to build your brands directly: by investing in the loyalty of your customers and explains the commercial realities behind today's marketing headlines.

About this title

Review

"Eloquently written"
-"Popular Music",

"A thought-provoking examination of immigration history"
-"Choice",

"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"

"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",

"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

From the Back Cover

Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also contend 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, Stewart 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 development; 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.

Edition details

• Publisher: Palgrave Macmillan
• Publication date: 1996
• Language: English
• ISBN 10: 1349137731
• ISBN 13: 9781349137732
• Binding: Paperback
• Edition number: 1
• Number of pages: 447