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Profit Brand 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Nick Wreden 作者

Kogan Page

译者

2007-08-01 出版日期

240 页数

USD 19.95 价格

Paperback

丛书系列

9780749450182 图书编码

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Profit Brand 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Strategy+business magazine's best marketing book of 2005. Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. With this in mind, he explores loyalty schemes, the need to own the customer experience, and the means of leveraging allies as brand ambassadors. He covers topics such as segmentation, optimization, pricing, and communication strategies and explores accountability systems such as six sigma, CRM, and scorecards.

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