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Book Cover
E-book
Author Wreden, Nick.

Title ProfitBrand : how to increase the profitability, accountability & sustainability of brands / Nick Wreden
Published London ; Sterling, VA : Kogan Page, [2005]
©2005
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Description 1 online resource (vii, 240 pages) : illustrations
Contents Contents; List of figures; List of tables; Acknowledgements; Introduction; 1 Branding: yesterday, today and yesterday; 2 Forging a ProfitBrand in the customer economy; 3 Customer equity: the key to accountability; 4 How to calculate customer equity; 5 Divide and conquer: take care of customers worth taking care of; 6 Winning strategies to increase customer profitability; 7 Increasing customer profitability through pricing; 8 ProfitBrand principles for brand communications; 9 Establishing accountability through branding systems; 10 Establishing accountability through effective metrics
Summary Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainability. As a result of the increasing ineffectiveness of mass-media marketing, CEOs and CFOs are demanding greater accountability and more sustainable results for their marketing investments. ProfitBrand offers a comprehensive metrics-based approach to branding that allows companies to directly link b
Bibliography Includes bibliographical references (pages 227-233) and index
Subject Brand name products -- Management.
Branding (Marketing)
Customer relations.
Marketing.
Relationship marketing.
Form Electronic book
LC no. 2005001872
ISBN 0749446196
1423728548 (electronic bk.)
159875856X (electronic bk.)
9780749446192
9781423728542 (electronic bk.)
9781598758566 (electronic bk.)
Other Titles Profit brand