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Married to the Brand

Married to the Brand (Paperback)

£7.99
Unavailable. Replaced by new version by new supplier.
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Synopsis

Although American companies spend a staggering $500 billion on advertising annually, many fail to establish an emotional connection with consumers. "Married to the Brand" examines why some companies develop this most desirable consumer connection, and why others don't. Using Gallup's 60 years of global consumer data and tons of consumer stories, William McEwen shows that many marketers are great at wooing a "first date" with consumers, but only the best can create a lasting marriage between buyer and brand. The book explores how emotions such as confidence, integrity, pride, and passion can make consumers want to stand by a brand, and shows how skilful brand management can keep a consumer-brand marriage fresh and satisfying.

BusinessBusiness & managementSales & marketing Publisher: Gallup Press Publication Date: 21/10/2005 ISBN-13: 9781595620095  Details: Type: Paperback Format: Books
Availability: Unavailable. Replaced by new version by new supplier.  

William J. McEwen is the global practice leader for brand management at The Gallup Organization..

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