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.After Armstrong signed it, he shipped it via UPS back to the bank chairman ... and UPS lost the package. The package loss meant a major customer loss for UPS. But a UPS customer service manager bought another die-cut map of the moon.
|Publisher||:||Kogan Page Publishers - 2007|