The End of Branding
What really drives consumers to buy: marketing that's targeted to real-world buying behavior
The term branding encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new customers to buy and ensuring they will buy again. This is achieved by using a marketing approach based on the buying process. This approach shows where communication is still effective, reveals key points along the way and demonstrates how to reach people so the buying process moves forward and ends with a purchase. Now available for the first time in E…
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Produktdetails
- ISBN: 978-3-658-07897-3
- EAN: 9783658078973
- Produktnummer: 31957379
- Verlag: Springer Nature EN
- Sprache: Englisch
- Erscheinungsjahr: 2015
- Seitenangabe: 150 S.
- Masse: H24.0 cm x B16.8 cm 0 g
- Abbildungen: Farb., s/w. Abb.
- Sonstiges: Professional/practitioner
Über den Autor
During the many years he served as CEO of a retail chain, Dr. Marc Rutschmann discovered the possibilities and limits of advertising as they played out in the real world. Since then, his Zurich-based communications agency has focused on action-triggering advertising. Dr. Marc Rutschmann is an author in the field of communications and a lecturer at the University of St. Gallen (HSG), Switzerland.
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