| 000 | 01414nam a2200205 a 4500 | ||
|---|---|---|---|
| 245 | 1 | 0 |
_aThe end of branding : _bwhat really drives consumers to buy _cMarc Rutschmann |
| 008 | 151025n 000 0 eng d | ||
| 260 |
_aWiesbaden : _bSpringer, _cc2015. |
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| 100 | _aRutschmann, Marc | ||
| 020 | _a9783658078973 | ||
| 505 | 0 | _aA 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. | |
| 520 | _aThe 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. | ||
| 650 | 7 |
_abranding _2sears |
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| 650 | 7 |
_abuying process _2sears |
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| 300 |
_axv, 150 p. : _bill. (some col.) ; _c25 cm. |
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| 005 | 20170126100933.0 | ||
| 001 | 62510 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c27880 _d27880 |
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