Brand Operation and Corporate Profit

Author: Lei Deng
Publisher:
Publish Date: 2006-12-01
Features: Despite billions of dollars being spent annually on promotions, advertising, and public relations, why do as high as 95% of products fail to successfully transform into brands? Traditional marketing is becoming increasingly ineffective. When making marketing investments, CEOs and CFOs worldwide expect results that meet accountability and sustainability. Brand Operations and Corporate Profitability provides a comprehensive benchmark method that enables businesses to link brand behavior with final outcomes, ensuring customers not only make a purchase once but repeatedly. 80% of a company's profits are created by 20% of its customers. This book teaches us how to identify and retain these 20% of customers, distinguishing between profitable customers and non-profitable customers who waste company resources. This book is the first to evaluate brands based on profitability, focusing on concepts often overlooked in marketing—profitability, accountability, and sustainability—while citing numerous positive and negative case studies. It is not only suitable for marketing professionals but should also be carefully read by anyone involved in management.