| Description |
1 online resource |
| Contents |
Cover; Half Title; Title Page; Copyright Page; Table of Contents; Preface: Who Needs Another Campaigns Book?; 1. Customers and Brands: Marketplace Drivers for All; Setting the Stage: Key Challenges and Requirements for Brand Marketers; Moving Beyond Campaigns to Developing Relationships; Clarifying the Terms; Brand Communication; The Changing World of Communication and Media; Needed: A Customer-Centric, Holistic View of Brand Communication; I. Understanding Customers: How They Think and How They Behave; 2. All Marketing Starts With Customers; Expanding the Concept of a Customer |
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Visualizing Customer RelationshipsThe Challenge of Achieving Customer Focus; The SIVA System; 3. Developing Customer Insights; The Consumer Decision-Making Process; Influences on Customer Decision Making; How Consumers Learn; Environmental Influences; 4. How Customers Think; The Communication Model; The Mind of the Market; The Filing System; Biology and Emotion; More on Motivation; The FCB Grid; 5. Identifying Customer Needs, Wants, and Desires; The Need for Targeting; Managing Communication Among the Six Markets; 6. Finding Customer-Brand Connections; Secondary Data; Primary Research |
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Qualitative ResearchRelationship Research; 7. Data: Using the Database to Separate Good and Bad Customers; What Marketers Know About Customers: Types of Customer Data; Leveraging Customer Information: A Framework; Using and Analyzing Customer Data; Valuing Customers and Prospects; The Issue of Customer Profitability; II. Accountability: Marketing's Biggest Challenge; 8. Customer-First Planning: From the Outside In; The Historical Base for Current Customer-Brand Relationship Measurement; Three Challenges; The Three Pathways Model of Customer-Brand Relationship Measurement |
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Pathway 1: Customer-Based Attitudinal MeasuresPathway 2: Short-Term Incremental Brand Sales; Pathway 3: Branded Business Value; A General Model for Brand Valuation; 9. Investing in Customers, Not Marketing Communication; Above- and Below-the-Line Complications; Why Should the Firm Invest in Marketing and Communication Programs?; Traditional Methods of Marketing and Communication Budgeting; Basing Budgets on the Value of Customer-Brand Relationships; Lifetime Customer Value and Customer-Brand Relationships; III. Communicating With Customers in a Fragmented Marketplace |
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10. Touching Customers With CommunicationMedia Multitasking; Relevance and Receptivity; Understanding Brand Contacts; Engagement; 11. Delivering Customer Communication Connections; Changes in the Twenty-First-Century Media Marketplace; The Traditional Media-Planning Model; The Media Consumption Planning Model; Other Consumer-First Media-Planning Models; Changing the View of Media; Moving Forward to a New Model; 12. Customer Consumption of Communication; The Culture and Evolution of Media Research; Measuring the Audience and Effect of Advertising Media |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Relationship marketing.
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Customer relations.
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Branding (Marketing)
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branding.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Branding (Marketing)
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Customer relations
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Relationship marketing
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| Form |
Electronic book
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| Author |
Schultz, Don E
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| ISBN |
9781317475613 |
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1317475615 |
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