Pearson, Stewart Primary Author mixed material bibliography London Macmillan 1996 en English

Printed Material

xvi, 431 p.: index, refs, summers, figs, tabs; 24 New Competition, technology and economics have changed the behavior 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. The value of brand is vitally important to the company that owns it, and to shareholders, employees and customers. 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 students who are the brand steward for the future. The writers try to explain the commercial realities behind the headlines: - Why do multiple retailers, apparently so dominant, now seem so vulnerable – why must they now work with brand manufacturers? - Why are there so many customer loyalty schemes-which succeed? - Why is customer information the key to profitable customer relationship – and to building brand value? - Why are so many of yesterday’s excellent marketers today’s lame ducks – and how can a company build a secure market position? - What is the future of advertising – will it be interactive and how will integrate marketing work? BH/BT 0333639073 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BH/BT Pea 27241 General (General) BH/BT Pea 4226 1996-06-19 00:00:00 2025-12-15 08:30:29 machine generated