TITLE

Brands needn't invent values; it's practicalities that attract people

AUTHOR(S)
Jones, David
PUB. DATE
October 2004
SOURCE
Precision Marketing;10/22/2004, Vol. 17 Issue 1, p14
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Comments on the branding of products in direct marketing. Competition for product leadership in the financial services industry; Need for marketers to create an emotional relationship with consumers; Importance of the role of direct marketing.
ACCESSION #
14915265

 

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