| Record ID | marc_columbia/Columbia-extract-20221130-031.mrc:168973600:3163 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-031.mrc:168973600:3163?format=raw |
LEADER: 03163cam a2200661Mi 4500
001 15105175
005 20220501000157.0
006 m o d
007 cr cn|||||||||
008 150316t20152009enka ob 001 0 eng d
035 $a(OCoLC)ocn905862010
035 $a(NNC)15105175
040 $aE7B$beng$erda$epn$cE7B$dOCLCO$dOCLCF$dOCLCQ$dTYFRS$dOCLCQ$dAU@$dYDX$dOCLCQ$dK6U$dOCLCO
019 $a958109972$a1058449784$a1078678201
020 $a9781315706023$q(e-book)
020 $a1315706024$q(e-book)
020 $a9781317475613
020 $a1317475615
020 $a9781317475590
020 $a1317475593
020 $a9781317475606
020 $a1317475607
020 $a9781138133761
020 $a1138133760
020 $a0765617994
020 $a9780765617996
020 $z9780765617996
035 $a(OCoLC)905862010$z(OCoLC)958109972$z(OCoLC)1058449784$z(OCoLC)1078678201
050 4 $aHF5415.55$b.B85 2015eb
082 04 $a658.8/12$222
049 $aZCUA
245 00 $aBuilding customer-brand relationships /$cDon E. Schultz [and three others].
264 1 $aLondon [England] ;$aNew York :$bRoutledge,$c2015.
264 4 $c©2009
300 $a1 online resource (368 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $aIncludes index.
588 0 $aPrint version record.
504 $aIncludes bibliographical references and index.
505 0 $a1. Understanding customers : how they think and how they behave -- 2. Accountability : marketing's biggest challenge -- 3. Communicating with customers in a fragmented marketplace -- 4. The right message to the right audience at the right time.
520 $aAlmost 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.
650 0 $aRelationship marketing.
650 0 $aCustomer relations.
650 0 $aBranding (Marketing)
650 6 $aMarketing relationnel.
650 6 $aStratégie de marque.
650 7 $abranding.$2aat
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aCustomer relations.$2fast$0(OCoLC)fst00885533
650 7 $aRelationship marketing.$2fast$0(OCoLC)fst01093590
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aSchultz, Don E.,$eauthor.
776 08 $iPrint version:$tBuilding customer-brand relationships.$dLondon, [England] ; New York : Routledge, 2015, ©2009$hxi, 355 pages$z9780765617996
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15105175$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS