| 000 -LEADER |
|---|
| fixed length control field |
01414nam a2200205 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
151025n 000 0 eng d |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9783658078973 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126100933.0 |
| CONTROL NUMBER |
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| control field |
62510 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Rutschmann, Marc |
| TITLE STATEMENT |
|---|
| Title |
The end of branding : |
| Remainder of title |
what really drives consumers to buy |
| Statement of responsibility, etc |
Marc Rutschmann |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Wiesbaden : |
| Name of publisher, distributor, etc |
Springer, |
| Date of publication, distribution, etc |
c2015. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 150 p. : |
| Other physical details |
ill. (some col.) ; |
| Dimensions |
25 cm. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
A close look at the buying process.- What stands out in today's buying process: five recurring principles.- A model linked to behavioral research.- From branding to the process view: a method that pays.- Advertising that triggers action. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
branding |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
buying process |
| Source of heading or term |
sears |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |