Profitbrand

"Wreden"
Profitbrand
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Opis

Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sustainability. As a result of the increasing ineffectiveness of mass-media marketing, CEOs and CFOs are demanding greater accountability and more sustainable results for their marketing investments.
ProfitBrand offers a comprehensive metrics-based approach to branding that allows companies to directly link branding activities with bottom-line results, align the organization-including marketing-with common benchmarks and ensure that customers buy not once, but again and again and again. ProfitBrand also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's customer economy.
Data wydania: 2005
ISBN: 978-0-7494-4465-5, 9780749444655
J─Özyk: angielski
Wydawnictwo: Kogan Page

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