Building Customer-brand Relationships - Hardcover

Schultz, Don E.; Barnes, Beth E.; Schultz, Heidi F.; Azzaro, Marian

Hardcover

ISBN 10: 1138133760 ISBN 13: 9781138133761

Publisher: Routledge, 2015

Synopsis

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

About this title

About the Author:

Don E. Schultz is Professor Emeritus of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Visiting Professor, Cranfield School of Management, Bedfordshire, UK, Adjunct Professor as Queensland University of Technology, Brisbane, Australia, and President of Agora Inc., based in Evanston, IL. He has consulted, lectured and held seminars on integrated marketing communications, marketing and branding in Europe, South America, Asia/Pacific, the Middle East, Australia and North America. His articles have appeared in Advertising Age, Journal of Advertising Research, Marketing Communications, Journal of Business Strategy, and Marketing News. He is author/co-author of 11 books, including Strategic Brand Campaigns, Sales Promotion Management, Measuring Brand Communication ROI, Communicating Globally, and Integrated Marketing Communications, which was the first book in this emerging field.

About this edition

• Publisher: Routledge
• Publication date: 2015
• ISBN 10: 1138133760
• ISBN 13: 9781138133761
• Binding: Hardcover
• Edition number: 1
• Number of pages: 480