The End of Branding : Springer Gabler : 9783658140786 : 365814078X : 17 Oct 2016 : The term ?branding? encourages the idea that brands can be created through decisive communication. This assumption leads to an enormous waste of marketing resources. But what are the alternatives to branding? This book focuses on what really matters to the marketing professional: motivating new customers to buy and ensuring they will buy again. This is achieved by using a marketing approach based on the buying process. This approach shows where communication is still effective, reveals key points along the way and demonstrates how to reach people so the buying process moves forward and ends with a purchase. Now available for the first time in English! ?With its valuable food for thought, this book is recommended by getAbstract to anyone responsible for marketing and sales.? Rolf Dobelli, getAbstract.com ?Rutschmann's approach is fundamental and new. The book is also an exciting read, loaded wit