Married to the Brand (Intl) mobi 下载 网盘 caj lrf pdf txt 阿里云

　　Although American companies spend a staggering $500 billion on

advertising annually, many fail to establish an emotional

connection with c***umers. "Married to the Brand" examines why some

companies develop this most desirable c***umer connection, and why

others don't. Using Gallup's 60 years of global c***umer data and

t*** of c***umer stories, William McEwen shows that many marketers

are great at wooing a "first date" with c***umers, but only the

best can create a lasting marriage between buyer and brand. The

book explores how emoti*** such as confidence, integrity, pride,

and passion can make c***umers want to stand by a brand, and shows

how skilful brand management can keep a c***umer-brand marriage

fresh and satisfying.

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　　William J. McEwen is the global practice leader for brand

management at The Gallup Organization..

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　　"Every afternoon, Marty walks four and a half blocks to the

Starbucks near his office. Sure, Marty has coffee available at

work, yet he leaves the office and walks past two other coffee

shops to get to Starbucks, where he gladly pays $1.60 for something

he could get for free... Marty gives something to Starbucks, Monday

through Friday, but that's only because his favourite Starbucks

store gives him something back. Lasting, meaningful relati***hips

are always reciprocal." - From the book."