Catalog Building Customer-Brand Relationships
Building Customer-Brand Relationships
“The ultimate benefit of this text is that it perfectly situates the student in the real world of strategic decision-making while providing instructors powerful teaching resources.” (*)
This text 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.
Endorsements:
"Who needs another campaigns book? The answer: Anyone who intends to prepare the next generation of advertisers. Don Schultz and company are masterful in this book in showing instructors how to adapt to the ever-changing environment in which we teach, as well as for the advertising environment we are preparing our students to enter. This really isn't a campaigns book. Although it intricately weaves the consumer/brand foundation through the campaign process, the focus is on the fundamentals of today's brand environment - consumer, accountability, delivery and messaging. The ultimate benefit of this text is that it perfectly situates the student in the real world of strategic decision-making while providing instructors powerful teaching resources. This is the book for the next generation - of students, professors and advertisers." — Jan S. Slater, University of Illinois (*)
"Finally, a campaigns book that focuses on the customer. [It] is the right book for the times-its outside-in orientation helps learners, professors, and marketers approach campaign building within a customer-controlled marketplace. While showing how campaigns can be more effective in this new era, Building Customer-Brand Relationships also provides the reader with important, over-arching lessons in marketing thinking." — Charles H. Patti, Ph.D., James M. Cox Professor of Customer Experience Management and Director, IMC Program, University of Denver "Everybody is talking about the importance of starting and maintaining a conversation between your brand and consumers. Don Schultz and his co-authors' new book, Building Consumer-Brand Relationships, gives you a blueprint for doing this. Don takes us beyond tired, old concepts into a new world of accountability and consumer-focused marketing communication programs, with fresh new models and systems for starting and keeping that consumer-brand relationship." — Bruce Vanden Bergh, Michigan State University "This is a novel text, looking at brands and brand relationships from a customer perspective. While marketers in the twenty-first century market have by and large lost control of the communication process, Building Customer-Brand Relationships offers a useful relationship-centric approach to brand communication based on the fact that most customers have a history with a firm and its goods and services. The book reinvents marketing communications." — Christian Grnroos, Chair, Center for Relationship Marketing and Service Management, Hanken School of Economics, Finland