{"product_id":"building-brands-directly-9780814766187","title":"Building Brands Directly","description":"\u003cp\u003eConsumer brand manufacturers face growing challenges from fragmenting markets, escalating media costs, and declining advertising effectiveness. They must also conted with a trend towards retailers' having their own labels. In response, brand owners have shown increasing interest in employing direct marketing as a competitive weapon. In \u003ci\u003eBuilding Brands Directly\u003c\/i\u003e, Stweart Pearson offers a comprehensive guide to the direct marketing of brand names.\u003cbr\u003e Beginning with a summary of the obstacles facing brands, Pearson examines such topics as new marketing technologies and techniques; the theory and strategy of developement; advertising, marketing, and retail issues. He offers a guide to the practice of relationship marketing and provides guidance on building and managing customer data bases. This book will be an invaluable resource for marketing firms and companies looking to develop and sustain brand names through direct marketing.\u003c\/p\u003e","brand":"Stewart Pearson","offers":[{"title":"Default Title","offer_id":48274228150523,"sku":"9780814766187","price":107.0,"currency_code":"USD","in_stock":true}],"url":"https:\/\/indiepubs.com\/products\/building-brands-directly-9780814766187","provider":"IndiePubs","version":"1.0","type":"link"}