Opis: Profitbrand - Nick Wreden, Wreden

'...Finely structured...presents compelling arguments...engaging ...thought-provoking' - "Brandrepublic". 'Finally, a strategic view of brands and branding. Explains and illustrates at a managerial level the why, how and with what value brands can build shareholder value' - Donald E. Schultz, Professor of Integrated Marketing Communications, Kellogg School of Management, Northwestern University, USA. 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 sustainability. 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 branding activities with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customers buy not once, but again and again and again. "Profitbrand" also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's customer economy. "addresses why brand loyalty is fading and customer dissatisfaction increasing." in-store "the freshest view of brands comes from profit brand, which attacks the oldest questions about marketing: accountability 'the need for quantifiable benchmarks' and profitability." strategy & business, boot allen magazine "explains how to identify the most profitable customers as well as those that sap corporate resources, and describes how to fuse customer requirements and organisational capabilities to deliver value." in-store "marketing guru wreden gives some tips for navigating the new business landscape, where brand loyalty is dissipating and customers seem dissatisfied." www.kirkusreviews.com "read this book." mit advertising lab "compelling argument that most brand practitioners are out of synch with the two groups they most need to relate to: consumers and corporate management... if you're in branding, 'profit brand' should be on your bookshelf." www.imediaconnection.com "the author explains the principles of brand policy and its methods, he stresses the need for the data on which brand marketing is based to be measurable and pertinent." efma magazine "explains how to identify the most profitable customers as well as the unprofitable ones that sap corporate resources." journal of marketing research "wreden explores how businesses can place more measurement and accountability to their branding efforts." customer's review, www.amazon.com "up to the minute and it does offer a workable thesis." journal of direct, data and digital marketing practice "finally, a strategic view of brands and branding. explains and illustrates at a managerial level the why, how and with what value brands can build shareholder value." professor don schultz, northwestern university, usaGlobal case studies of good and bad brand management and marketing practice.

Szczegóły: Profitbrand - Nick Wreden, Wreden

Tytuł: Profitbrand
Autor: Nick Wreden, Wreden
Producent: Kogan Page
ISBN: 9780749444655
Rok produkcji: 2005
Ilość stron: 224
Oprawa: Twarda
Waga: 0.47 kg

Recenzje: Profitbrand - Nick Wreden, Wreden