Want to start reading immediately? Get a FREE ebook with your print copy when you select the "bundle" option. T+Cs apply.
How to Increase the Profitability Accountability and Sustainability of Brands
FREE UK and US delivery
About the book
Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, and align the organization - including marketing - with common benchmarks that ensure that customers repeat purchase. It also illustrates how organizations can do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy.
Focusing on concepts which have often been ignored - including profitability, accountability and sustainability - and packed with global examples from IBM, Disney, Amex and KLM, Profit Brand highlights both good and bad marketing practice. This is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.
About the authors
- I learned a lot from reading Profit Brand. This book 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 a sales and market share.
- Philip Kotler, Professor of International Marketing, Kellogg School of Management