Name: Building Brands Directly
SKU: 18951275
Price: 135.03 EUR
Availability: InStock
Author: Stewart Pearson
ISBN: 9780814766187

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Type

Physical Book

Publisher

Nyu Press

Author

Stewart Pearson

Year

1996

Language

English

Pages

288

Format

Hardcover

ISBN

0814766188

ISBN13

9780814766187

Synopsis "Building Brands Directly "

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.

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Building Brands Directly - Stewart Pearson

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