|
| 內容簡介： |
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.
|
| 關於作者： |
William J. McEwen is the global practice leader for brand
management at The Gallup Organization..
|
|
購物車/收銀台(0) | 在線留言板
| 付款方式
| 聯絡我們
| 運費計算
| 幫助中心 |
加入書簽
HOME
新書上架
