Building Customer-Brand Relationships

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M.E. Sharpe, Feb 23, 2009 - Business & Economics - 480 pages
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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.

 

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Contents

1 Customers and Brands
3
PART I UNDERSTANDING CUSTOMERS
27
PART II ACCOUNTABILITY MARKETINGS BIGGEST CHALLENGE
153
PART III COMMUNICATING WITHCUSTOMERS IN AFRAGMENTED MARKETPLACE
195
PART IV THE RIGHT MESSAGE TO THE RIGHT AUDIENCE AT THE RIGHT TIME
297
Index
345
About the Authors
355
Copyright

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