Building Brands Directly

Stewart Pearson

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 1996
ISBN: 978-1-349-13771-8
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Chapters in this book:

Ch 1 A Time for Change

Stewart Pearson

Ch 10 Creating Interactive Mail

Stewart Pearson

Ch 11 Understanding Customer Behaviour

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Ch 12 Controlling Marketing Investments

Stewart Pearson

Ch 13 Building Consumer Brands Directly

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Ch 14 Building Financial Brands Directly

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Ch 15 Building Business Brands Directly

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Ch 16 Building Retail Brands Directly

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Ch 2 Successful Business Models

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Ch 3 Marketing Strategy for Brands and Customers

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Ch 4 Creating Value from Brands and Customers

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Ch 5 From Image to Interactive Advertising

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Ch 6 From Sales to Relationship-Building Promotion

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Ch 7 From Brand Loyalty to Customer Loyalty

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Ch 8 From Mass to Data-Driven Marketing

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Ch 9 Creating Interactive Advertising

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Ch Action Plan Four Building a Relationship/Loyalty System

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Ch Action Plan One Developing a Marketing Organisation

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Ch Action Plan Three Opening a Direct Channel

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Ch Action Plan Two Developing a Customer Information System

Stewart Pearson

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DOI: 10.1007/978-1-349-13771-8

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