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The end of branding : what really drives consumers to buy Marc Rutschmann

By: Material type: TextTextPublication details: Wiesbaden : Springer, c2015.Description: xv, 150 p. : ill. (some col.) ; 25 cmISBN:
  • 9783658078973
Subject(s):
Contents:
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: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.827 RU EN (Browse shelf(Opens below)) Available T0018747

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.

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.

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