Synopsis
The most valuable asset of any company is its customer base, yet few companies realize its full potential. Building brands and sustaining brand value is vitally important to the company and all its stakeholders, yet established brands are increasingly under threat and new brands are tougher to build. In this updated paperback edition, Stewart Pearson shows how to build brands by investing in the loyalty of one's customers. With additional material on new technology and new case studies, this book shows how to put the philosophy of customer focus into practice.
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À propos de l?auteur
STEWART PEARSON is Chief Operating Officer for FCB Direct Worldwide, New York. He has developed brand building and customer relationship programmes for leading companies in many sectors - including American Express, Apple, Coca-Cola and Schweppes Beverages. In marketing, few have designed as many tests, commissioned as much research and measured as much customer response as Stewart Pearson. He has monitored the changes in customer beliefs and behaviour that now threaten brands, and he demonstrates how businesses can revitalise their brands and build their shareholder value by building customer relationships.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
