Beyond brand awareness

Article Abstract:

It's not just creating a brand, but maintaining it is what scores consumer demand for your product. Brand management solely depends on the attitude of the brand managers towards it, and not on the advertising agencies. A customer modeled product differentiation generates more popularity for your brand. General methods for product management, are discussed.

Author: Crosby, Lawrence A., Johnson, Sheree L.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
Consumer preferences, Product differentiation

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Manufacturing experiences

Article Abstract:

Companies are run by brand image. The strategies various reputed manufacturing companies like Apple Computer, Whirlpool Corp., Anderson Windows adopt in their product focus and customer focus approach, and in the creation of emotional bonds with the customers are discussed.

Author: Crosby, Lawrence A., Johnson, Sheree L.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
Electronic computers, Household Appliances, Computer industry, Microcomputer industry, Marketing, AAPL, Home appliances industry, Appliance industry, Company marketing practices, Whirlpool Corp., Apple Inc., Anderson Wood Products Co.

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Experience required

Article Abstract:

The methods of building customer loyalty through the enhancement of customer's experiences at business establishments are described.

Author: Crosby, Lawrence A., Johnson, Sheree L.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2007
Venture Analysis, Business enterprises, Customer loyalty, Customer relationship management, Customer relations, Cover story

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Subjects list: Methods, United States, Management, Product management, Company business management
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