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
