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Stewart Pearson 作者

NYU Press

译者

1996-03-01 出版日期

288 页数

USD 65.00 价格

Hardcover

丛书系列

9780814766187 图书编码

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发表于2024-11-13

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Building Brands Directly 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

Building Brands Directly 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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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. In "Building 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.

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