ProfitBrand :how to increase the profitability, accountability & sustainability of brands
- 作者: Wreden, Nick.
- 出版: London ;Sterling, VA : Kogan Page ©2005.
- 稽核項: 1 online resource (vii, 240 pages) :illustrations.
- 標題: Brand name products , Produits de marque Gestion. , Gestion. , BUSINESS & ECONOMICS Management. , BUSINESS & ECONOMICS Industrial Management. , Relationship marketing. , Marketing , Brands and branding. , BUSINESS & ECONOMICS , Branding (Marketing) , Marketing. , BUSINESS & ECONOMICS Management Science. , BUSINESS & ECONOMICS Advertising & Promotion. , Electronic books. , branding. , Brand name products Management. , Stratégie de marque. , Marketing relationnel. , BUSINESS & ECONOMICS Organizational Behavior. , marketing. , Organizational Behavior. , Advertising & Promotion. , Sales and marketing. , Sales & marketing. , Customer relations. , Management Science. , Produits de marque , Industrial Management. , Management.
- ISBN: 0749446196 , 9780749446192
- ISBN: 0749444657 , 9780749444655 , 1280251433 , 9781280251436 , 9780749450182 , 0749450185
- 試查全文@TNUA:
- 附註: Includes bibliographical references (pages 227-233) and index. 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.
- 摘要: 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.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=137382
- 系統號: 005320132
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, and align the organization - including marketing - with common benchmarks that ensure that customers repeat purchase. It also illustrates how organizations can do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy. Focusing on concepts which have often been ignored - including profitability, accountability and sustainability - and packed with global examples from IBM, Disney, Amex and KLM, Profit Brand highlights both good and bad marketing practice. This is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.
來源: Google Book
來源: Google Book
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