Sell the brand first : how to sell your brand and create lasting customer loyalty /
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| Autore principale: | |
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| Natura: | Libro |
| Lingua: | English |
| Pubblicazione: |
New York :
McGraw-Hill,
c2006.
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| Soggetti: | |
| Accesso online: | Table of contents only Contributor biographical information Publisher description |
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| Thư viện lưu trữ: | Mạng thư viện Đại học Đà Nẵng |
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Sommario:
- It's all about the brand
- The importance of brands
- Speaking brand language
- The core components of brand selling
- The buyer stair-step
- The brand staircase
- Challenges and opportunities
- Understanding the buyer and seller
- Mindsets
- Motives
- Migration
- Selling brands in the business-to-consumer setting
- The lifestyle connection
- Migrating the consumer to brand
- Selling brands in the business-to-business setting
- Differences in selling to the trade
- Migrating the trade buyer toward the brand
- Impact on company culture
- Building the branded culture.