Titlebook: Building Brands Directly; Creating Business Va Stewart Pearson Book 1996 Stewart Pearson 1996 Advertising.business.business model.business

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F. Ren,E. A. Douglas,Stephen J. Pearton. It is vital to create this link. If company value is the objective of marketing strategy, and the measure of marketing effectiveness, marketing can be treated as a strategic investment and can regain a critical role in company direction.

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https://doi.org/10.1007/978-981-16-0534-5Sales promotion is defined by Petersen, in ., as an activity consisting of ‘a featured offer, of tangible advantages not inherent in a product or service, for the achievement of marketing objectives’..

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Successful Business ModelsRelationships with customers are individual and private. Marketing to the individual makes fewer headlines than television and is less well understood. It is instructive to analyse companies that are expert in managing their customer interface, to understand their business models and their critical success factors.

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Marketing Strategy for Brands and CustomersIn business, much of strategy’s meaning and force has been lost through misuse. The . defines strategy as: ‘in circumstances of competition or conflict, as in the theory of games, decision theory, business administration, etc., a plan for successful action based on the rationality and interdependence of the moves of the opposing participants’..

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From Image to Interactive AdvertisingIncreasingly, advertisers invite customers to respond to press and television advertising. I define interactive advertising as communication that motivates customers to take a direct action towards an experience of, and relationship with, a brand.

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From Sales to Relationship-Building PromotionSales promotion is defined by Petersen, in ., as an activity consisting of ‘a featured offer, of tangible advantages not inherent in a product or service, for the achievement of marketing objectives’..

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