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

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Pringle, Hamish/ Thompson, Marjorie 作者

译者

2001-3 出版日期

306 页数

362.00元价格

丛书系列

9780471499442 图书编码

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发表于2024-11-25

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

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The only guide to understanding and making the most of one of the hottest trends in branding today Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

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