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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Building Customer-brand Relationships (Hardcover)
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Building Customer-brand Relationships (Hardcover)
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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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