Customize the Brand: Make It More Desirable and Profitable

Synopsis

This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

Additional information

Contributors:
Includes content by:
  • Torsten H. Nilson
Publisher: Place of publication:
  • Chichester, England
Publication year:
  • 2003