441291
9780814766187
Consumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. InBuilding Brands Directly, Stweart Pearson offers a comprehensive guide to the direct marketing of brand names.Beginning with a summary of the obstacles facing brands, Pearson examines such topics as new marketing technologies and techniques; the theory and strategy of developement; advertising, marketing, and retail issues. He offers a guide to the practice of relationship marketing and provides guidance on building and managing customer data bases. This book will be an invaluable resource for marketing firms and companies looking to develop and sustain brand names through direct marketing.Stewart Pearson is the author of 'Building Brands Directly: Creating Business Value from Customer Relationships', published 1996 under ISBN 9780814766187 and ISBN 0814766188.
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