ProfitBrand
Subtitle: How to Increase the Profitability, Accountability and Sustainability of Brands
Publisher: Kogan Page
Published: September 1, 2005
Language: eng
Format: Hardcover
Number of pages: 240
ISBN-13: 9780749444655
Subjects: Sales & marketing; Management; Business / Economics / Finance; Business & Economics; Business/Economics; Marketing; Advertising & Promotion; Customer Service; Marketing - General; Branding (Marketing); Business & Economics / Advertising & Promotion; Business & Economics / Marketing / General; Business & Economics/Advertising & Promotion; Business & Economics/Customer Service; Customer relations; Relationship marketing; Brand name products
First sentence: Listen to the language of CEOs and CFOs.
Description: "ProfitBrand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, align the organization with common benchmarks and ensure that customers buy not just once, but again and again." "ProfitBrand shows how to find and keep the 20 per cent of customers who generate 80 per cent of the profits. Using specific formulas, it explains how to identify the most profitable customers as well as the unprofitable ones that sap corporate resources. The book also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's customer economy."--Jacket.