Features
- Cover Type: Hard Cover with 240 pages
- Published by: Kogan Page September 1, 2005
- Written in: English
- ISBN 10 Number: 0749444657
- ISBN 13 Number: 978-0749444655
-
Book Dimensions:
9.2 x 5.8 x 0.9 inches
- Weighs: 1.1 pounds
Product Review
"finely structuredpresents compelling arguments engagingthought-provoking." --
BrandRepublic"the freshest view of brands comes from
Profit Brand, which attacks the oldest questions about marketing: accountability and profitability" -- Strategy & Business
"Finally, a strategic view of brands and branding." -- Donald E. Schultz, Professor of Integrated Marketing Communications, Kellogg School of Management
"Nick Wreden's ideas are theses nailed to the church doors of conventional branding." -- Nick Morgan, Editor, Harvard Business School Press
"ProfitBrand does a superb job in showing how companies can gain by tracking individual customers' profitability" -- Philip Kotler, Kellogg School of Management
"to be successful every human being in your company must be thinking about branding and customer loyaltyinnovative and straightforward." -- Kirkus Reviews
Product Description
"ProfitBrand does a superb job in showing how companies can gain by tracking individual customers' profitability, and not simply basing their strategies on aggregate measures such as sales and market share." -- Philip Kotler, Kellogg School of Management
Reader Reviews
Nick Wreden offers an exhaustively researched but very engaging book on branding that goes a step beyond the traditional books of this kind. Rather than just rehashing what most business professionals already know about the importance of building a strong brand, Wreden explores how businesses can place more measurement and accountability to their branding efforts. He brings in groups you may not have thought about before, such as supply chain and manufacturing organizations, and how they also play a key role in strengthening a brand...with an excellent example of how K-Mart failed to leverage its supply chain capabilities. This is a must-read for not only marketing, PR, sales and financial managers, but also others in the organization who have a stake in the brand. Wreden shows just how many stakeholders can help build the brand.
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