In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world's greatest Western thinkers to reveal what they might say about branding if they were alive today. Philosophers covered include Heraclitus, Socrates, Plato, Aristotle,...

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the...

The benefits of eCRM -- The challenge of eCRM -- Making the transition to the internet age -- Improving e-customer retention -- Creating new markets for customers with diverse needs -- Automating the customer loyalty process -- Employee loyalty in the e-corporation -- Personalizing your...

With the development of ubiquitous and pervasive computing, increased and expanded adaptability to changing needs, preferences, and environments will emerge to further enhance the use of technology amongst global cultures and populations. This book covers the latest innovative research findings...

The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. Anyone in the financial...