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Building Brands Directly: Creating Business Value from Customer Relationships by Stewart Pearson (Hardcover, 1996)

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.

Author
Stewart Pearson
Publication Name
Building Brands Directly: Creating Business Value from Customer Relationships
Format
Hardcover
Language
English
Subject
Marketing
Publication Year
1996
Type
Textbook
Number of Pages
431 Pages

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