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...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wreden, Nick
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Sterling, VA : Kogan Page, ©2005.
Temas:
Brand name products > Management.
Branding (Marketing)
Marketing.
Relationship marketing.
Customer relations.
Marketing
Produits de marque > Gestion.
Stratégie de marque.
Marketing relationnel.
branding.
marketing.
Sales & marketing.
BUSINESS & ECONOMICS > Advertising & Promotion.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Brand name products > Management
Customer relations
Relationship marketing
Brands and branding.
Sales and marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

Ejemplares similares