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The End of Branding : What Really Drives Consumers to Buy: Marketing That's Targeted to Real-World Buying Behavior
270.00 SAR

The End of Branding : What Really Drives Consumers to Buy: Marketing That's Targeted to Real-World Buying Behavior

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270.00 SAR 

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Category Type
Marketing & Sales
ISBN
9783658078973
Author
Marc Rutschmann
Publisher
Springer
Description:

The term "branding" encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new customers to buy and ensuring they will buy again. This is achieved by using a marketing approach ...

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PRODUCT INFORMATION

  •  

    Specifications

    Category Type
    Marketing & Sales
    ISBN
    9783658078973
    Package thickness
    24 centimeters
    Package weight in KGs
    500 grams
    Category Type
    Marketing & Sales
    ISBN
    9783658078973
    Package thickness
    24 centimeters
    Package weight in KGs
    500 grams
    EAN-13
    9783658078973
    Expirable
    Package height
    1.6 centimeters
    Package Width
    17.4 centimeters
    Serial Scan Required
    Item EAN
    2724501828113
    People
    Author
    Marc Rutschmann
    People
    Publisher
    Springer
    Technical Information
    Binding
    Hardcover
    Languages and countries
    Language of the text
    English
    Read more
  •  

    Description:

    The term "branding" encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new

    The term "branding" encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new customers to buy and ensuring they will buy again. This is achieved by using a marketing approach based on the buying process. This approach shows where communication is still effective, reveals key points along the way and demonstrates how to reach people so the buying process moves forward and ends with a purchase. Now available for the first time in English! "With its valuable food for thought, this book is recommended by getAbstract to anyone responsible for marketing and sales." Rolf Dobelli, getAbstract.com "Rutschmann's approach is fundamental and new. The book is also an exciting read, loaded with practical examples and evidence, and makes intriguing arguments." Dr. Christian Belz, professor of marketing, University of St. Gallen "The exciting thing about this book is how it brings to life the buying process and the various influences on the consumer while you read it.

 

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