Building Brands Directly: Creating Business Value from Customer Relationships

by Stewart Pearson

New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build. How to create business value by sustaining existing brands and building new brands is the priority of our major business leaders, the managers to whom they entrust their brands and the...

• Format: Hardcover
• Language: English
• ISBN: 0333639073
• ISBN13: 9780333639078
• Release Date: February 1996
• Publisher: Palgrave MacMillan
• Length: 431 Pages
• Weight: 1.57 lbs.
• Dimensions: 1.1" x 5.5" x 8.5"