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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