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ProfitBrand : how to increase the profitability, accountability & sustainability of brands /
Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainabi...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; Sterling, VA :
Kogan Page,
©2005.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Wreden, Nick. | |
| 245 | 1 | 0 | |a ProfitBrand : |b how to increase the profitability, accountability & sustainability of brands / |c Nick Wreden. |
| 246 | 3 | |a Profit brand | |
| 260 | |a London ; |a Sterling, VA : |b Kogan Page, |c ©2005. | ||
| 300 | |a 1 online resource (vii, 240 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
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| 347 | |a text file |2 rdaft |0 http://rdaregistry.info/termList/fileType/1002 | ||
| 504 | |a Includes bibliographical references (pages 227-233) and index. | ||
| 505 | 0 | |a Contents; List of figures; List of tables; Acknowledgements; Introduction; 1 Branding: yesterday, today and yesterday; 2 Forging a ProfitBrand in the customer economy; 3 Customer equity: the key to accountability; 4 How to calculate customer equity; 5 Divide and conquer: take care of customers worth taking care of; 6 Winning strategies to increase customer profitability; 7 Increasing customer profitability through pricing; 8 ProfitBrand principles for brand communications; 9 Establishing accountability through branding systems; 10 Establishing accountability through effective metrics. | |
| 520 | |a Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainability. As a result of the increasing ineffectiveness of mass-media marketing, CEOs and CFOs are demanding greater accountability and more sustainable results for their marketing investments. ProfitBrand offers a comprehensive metrics-based approach to branding that allows companies to directly link b. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Relationship marketing. | |
| 650 | 0 | |a Customer relations. | |
| 650 | 2 | |a Marketing | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Marketing relationnel. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Brand name products |x Management |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
| 650 | 7 | |a Brands and branding. |2 thema | |
| 650 | 7 | |a Sales and marketing. |2 thema | |
| 758 | |i has work: |a ProfitBrand (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFYbfjFpyR3vCHP4qhrrMP |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Wreden, Nick. |t ProfitBrand. |d London ; Sterling, VA : Kogan Page, ©2005 |z 0749444657 |z 0749443057 |w (DLC) 2005001872 |w (OCoLC)57283089 |
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