Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly 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. Profit Brand also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy.Focusing on concepts commonly ignored in marketing books - profitability, accountability and sustainability - and packed with global examples, including IBM, Disney, Amex and KLM, the book highlights both good and bad marketing practice. Profit Brand is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.To promote its new a#39;V-Powera#39; petrol, Shell sent out US $2 discount coupons to nearly 10 million customers. ... Defection interviews revealed that customers liked Cingulara#39;s call coverage, customer service and billing. ... No one likes to hear complaints, but they are really opportunities to improve loyalty, especially since only about 5 per cent of customers who are unhappy (more in business-to- business)anbsp;...
|Publisher||:||Kogan Page Publishers - 2007|