Creating Value from Brands and Customers

Stewart Pearson

Chapter 4 in Building Brands Directly, 1996, pp 74-102 from Palgrave Macmillan

Abstract: Abstract There is no direct link between the value of a company and the effectiveness of its marketing. It is vital to create this link. If company value is the objective of marketing strategy, and the measure of marketing effectiveness, marketing can be treated as a strategic investment and can regain a critical role in company direction.

Keywords: Customer Service; Customer Relationship; Customer Base; Customer Behaviour; Customer Segment (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_4

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