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Continued part 1, part 2 of ebook "ProfitBrand: How to increase the profitability, accountability, and sustainability of your brand" provides readers with contents including: increasing customer profitability through pricing; profitbrand principles for brand communications; establishing accountability through branding systems; establishing accountability through effective metrics; profitbrand service - owning the customer experience;...
112 p dainam 26/02/2024 16 0
Từ khóa: Ebook ProfitBrand, Brand name products, Brand management, Brand name products marketing, Relationship marketing, Customer relations, Customer profitability, Profitbrand principles, Profitbrand service
Part 1 of ebook "ProfitBrand: How to increase the profitability, accountability, and sustainability of your brand" provides readers with contents including: branding - yesterday, today and tomorrow; forging a profitbrand in the customer economy; customer equity - the key to accountability; how to calculate customer equity; divide and conquer: take care of customers worth taking care of; winning strategies to increase customer profitability;...
113 p dainam 26/02/2024 15 0
Từ khóa: Ebook ProfitBrand, Brand name products, Brand management, Brand name products marketing, Relationship marketing, Customer relations, The customer economy, Calculate customer equity, Customer equity obstacles
Ebook Advertising account planning: A practical guide - Part 1
Part 1 of ebook "Advertising account planning: A practical guide" provides readers with contents including: Chapter 1 - What is account planning; Chapter 2 - Situation analysis; Chapter 3 - Understanding the customer; Chapter 4 - Defining the target market; Chapter 5 - Defining the benefit; Chapter 6 - Brand personality;...
84 p dainam 26/02/2024 18 0
Từ khóa: Advertising account planning, Advertising management, Advertising campaigns, Media support brand positioning, SWOT analysis, Product involvement, The consumer’s story
Ebook Advertising account planning: A practical guide - Part 2
Continued part 1, part 2 of ebook "Advertising account planning: A practical guide" provides readers with contents including: Chapter 7 - Brand positioning; Chapter 8 - The creative brief; Chapter 9 - Media and account planning; Chapter 10 - Measuring success; Chapter 11 - Business-to-business case study; Chapter 12 - Packaged-goods case study; Chapter 13 - Retail case study;...
85 p dainam 26/02/2024 16 0
Từ khóa: Advertising account planning, Advertising management, Advertising campaigns, Brand positioning, Owning conceptual space, Contemporary creative briefing, Melding target markets
Ebook Advertising media planning: A brand management approach (Fourth edition): Part 1
Part 1 of ebook "Advertising media planning: A brand management approach" provides readers with contents including: the changing role of media planning in brand support - media planning and IMC; establishing a media framework; outlining the components of a communication plan; how marketing objectives affect communication planning; the role of communication in advertising and marketing; working with a situation analysis;...
140 p dainam 26/11/2023 85 8
Từ khóa: Advertising media planning, Brand management approach, Brand name products, Media framework, Communication plan, The role of communication, The target audience, Media communication strategy
Ebook Advertising media planning: A brand management approach (Fourth edition): Part 2
Continued part 1, part 2 of ebook "Advertising media planning: A brand management approach" provides readers with contents including: learning about media costs; general characteristics of media; evaluating media vehicles; video media, audio media, print media, out-of-home media; search engine marketing; online display advertising; sales promotion; perspectives on international and global media planning; preparing a communication plan; media...
221 p dainam 26/11/2023 78 2
Từ khóa: Advertising media planning, Brand management approach, Brand name products, Evaluating media vehicles, Out-of-home media, Search engine marketing, Online display advertising
Ebook Marketing management (14e): Part 1
Ebook Marketing management (14e): Part 1 includes contents: Part 1 understanding marketing management, part 2 capturing marketing insights, part 3 connecting with customers, part 4 building strong brands.
346 p dainam 23/07/2023 258 36
Từ khóa: Ebook Marketing management, Marketing management, Capturing marketing insights, Connecting with customers, Building strong brands, Marketing strategies
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