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Palgrave Macmillan

Building Brands Directly

Creating Business Value from Customer Relationships

  • Book
  • © 1996

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Authors:
  1. Stewart Pearson
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Table of contents (20 chapters)

  1. Front Matter

    Pages i-xvi
    Download chapter PDF

  2. Strategy

    1. A Time for Change

      • Stewart Pearson
      Pages 1-23

    2. Successful Business Models

      • Stewart Pearson
      Pages 24-46

    3. Marketing Strategy for Brands and Customers

      • Stewart Pearson
      Pages 47-73

    4. Creating Value from Brands and Customers

      • Stewart Pearson
      Pages 74-102

  3. Planning

    1. From Image to Interactive Advertising

      • Stewart Pearson
      Pages 103-124

    2. From Sales to Relationship-Building Promotion

      • Stewart Pearson
      Pages 125-145

    3. From Brand Loyalty to Customer Loyalty

      • Stewart Pearson
      Pages 146-170

    4. From Mass to Data-Driven Marketing

      • Stewart Pearson
      Pages 171-205

  4. Skills

    1. Creating Interactive Advertising

      • Stewart Pearson
      Pages 206-229

    2. Creating Interactive Mail

      • Stewart Pearson
      Pages 230-251

    3. Understanding Customer Behaviour

      • Stewart Pearson
      Pages 252-283

    4. Controlling Marketing Investments

      • Stewart Pearson
      Pages 284-312

  5. Applications

    1. Building Consumer Brands Directly

      • Stewart Pearson
      Pages 313-329

    2. Building Financial Brands Directly

      • Stewart Pearson
      Pages 330-347

    3. Building Business Brands Directly

      • Stewart Pearson
      Pages 348-366

    4. Building Retail Brands Directly

      • Stewart Pearson
      Pages 367-381

  6. Action Plans

    1. Developing a Marketing Organisation

      • Stewart Pearson
      Pages 382-387

    2. Developing a Customer Information System

      • Stewart Pearson
      Pages 388-395

    3. Opening a Direct Channel

      • Stewart Pearson
      Pages 396-402
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Keywords

About this book

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.

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