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Building Customer-Brand Relationships

Author: Don E. Schultz, Beth E. Barnes, Heidi F. Schultz and Marian Azzaro
M. E. Sharpe, Inc. - 2009

• Preface: Who Needs another Campaigns Book?

1. Customers and Brands
2. Marketing Starts with Customers
3. Developing Customer Insights
4. How Customers Think
5. Identifying Customer Needs, Wants, and Desires
6. Finding Customer-Brand Connections
7. Using the Database to Separate Good and Bad Customers
8. Customer-First Planning--From the Outside In
9. Investing in Customers, Not Marketing Communication
10. Touching Customers With Communication
11. Delivering Customer Communication Connections
12. Customer Consumption of Communication
13. Outbound or Push Communication Delivery Systems
14. Interactive Communication Delivery Systems
15. Linking Customers and Marketers with Value Propositions
16. Communicating Brand Value to Customers
17. Next Steps in Building Customer-Brand Relationships