Building Customer-Brand Relationships

by Heidi F. Schultz, Beth E. Barnes, Don E. Schultz, et al.

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0765617994
• ISBN13: 9780765617996
• Release Date: April 2009
• Publisher: Routledge
• Length: 368 Pages
• Weight: 1.48 lbs.
• Dimensions: 0.8" x 7.0" x 9.9"