 Romancing the Customer: Building Power Power Relationships Between Customer and Brand Equity
ISBN: 978-0-471-84615-4
Hardcover
250 pages
June 2001
US $34.95
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Acknowledgments.
Preface.
Preface.
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CRM and Brand Value.
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CRM Explained.
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Brand-building Benefits of CRM.
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Organizing for Brand Management and CRM.
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Building Brand Value through Customer Profitability.
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Implementation Strategy.
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Making Your Brand More Customer-focused.
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Final Steps and Touches.
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New Media: The Challenges for Branding and CRM.
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Romancing Your Customer: Are You Ready?
Index.
