1st Edition
Building Customer-brand Relationships
368 Pages
by
Routledge
480 Pages
by
Routledge
480 Pages
by
Routledge
Also available as eBook on:
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... Read more
An expanded and updated edition of Woronoff's 1986 study of Asia's emerging economic giants, this book looks back at what has happened in the intervening years, especially as regards the "discovery" of this phenomenon in the Western media and the overreactive hype that has accompanied it. As the author puts it: "My purpose is to show how these countries, which hitherto has been quite unremarkable, began to develop vigorously. What policies and strategies they used. What they did right and, even more importantly, what they did wrong."
Biography
Don E. Schultz, Beth E. Barnes, Heidi F. Schultz, Marian Azzaro
