Building Customer-Brand Relationships

, by Schultz, Don E.; Barnes, Beth E.; Schultz, Heidi F.; Azzaro, Marian

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ISBN: 9780765617996 | 0765617994
Cover: Nonspecific Binding
Copyright: 4/15/2009

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This innovative text takes the view that the role of the marketer is not simply to sell, but rather to help the customer buy. This "customer-centric" approach stresses the importance of customer insight and media dynamic "push-pull" marketplace.

Preface: Who Needs Another Campaign Book?
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
Understanding Customers: How They Think and How They Behave
All Marketing Starts with Customers
Expanding the Concept of a Customer
Visualizing Customer Relationships
The Challenge of Achieving Customer Focus
The SIVA System
Developing Customer Insights
The Consumer's Decision-Making Process
Influences on Customer Decision-Making How Consumers Learn
Environmental Influences
How Customers Think
The Communication Model
The Mind of the Market
The Filing System
Biology and Emotion
More on Motivation
The FCB Grid
Identifying Customer Needs, Wants, and Desires The Need for Targeting Managing Communication among the Six Markets
Finding Customer-Brand Connections
Secondary Data
Primary Research
Qualitative Research
Relationship Research
Data: Using the Database to Separate the 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
Accountability: Marketing's Biggest Challenge
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
Customer-Based Attitudinal Measures
Short-Term Incremental Brand Sales
Branded Business Value
A General Model for Brand Valuation
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
Communicating With Customers in a Fragmented Marketplace
Touching Customers with Communication
Media Multitasking
Relevance and Receptivity
Understanding Brand Contacts
Engagement
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
Customer Consumption of Communication
The Culture and Evolution of Media Research and Audience Measurement
Measuring the Audience and Effect of Advertising Media
Measuring the Audience and Effect of Other Delivery Systems
Omnibus Issues in Media and Audience Measurement
Outbound or Push Communication Delivery Systems
Advertising Media
Other Media Delivery Systems
Interactive or Pull Communication Delivery Systems
Experiential Marketing
Interactive Communications
Person-to-Person Interactive Marketing
Digital Interactive Marketing
The Holistic Consumer Experience and Activation
The Right Message to the Right Audience at the Right Time
Linking Customers and Marketers with Value Propositions
Developing the Value Proposition
The Customer-Brand Relationship Strategy Development Form
Target and Ultimate Customers
Customer Relationship Management Product
Communicating Brand Value to Customers
Brand Knowledge
Push versus Pull Communications
Push Communications for Messages
Push Communications for Incentives
Pull Communications
"What Happens Here, Stays Here": Applying Push and Pull Communications
Next Steps in Building Customer Brand Relationships
Where Do We Go from Here?
Starting with Customers and Prospects
Reeducation in Marketing Communication
Index
About the Authors
Table of Contents provided by Ingram. All Rights Reserved.

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Building Customer-Brand Relationships

Summary

Table of Contents

Supplemental Materials