02638nam a2200277 a 4500 TVCDKTCT12330 Thư viện trường Cao đẳng Kỹ thuật Cao Thắng 20100506000000 100506 Thư viện Trường CĐ Kỹ Thuật Cao Thắng RG_1 #1 eb0 i1 0470055766 vie 658.503 / TH311K-m Mack Ben Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits / Mack Ben Canada : John Wiley , 2007 256tr. ; 23cm Product Description This commonsense guide lets you develop your brand with the same techniques and technologies as the big players—but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand. From the Inside Flap Branding is something you probably only think of in terms of household names and huge conglomerates. But branding isn't just for the big boys; smart branding is smart business for almost any company, no matter its size. In Think Two Products Ahead, ad agency insider Ben Mack reveals all the branding secrets the pros keep to themselves so you can put branding to work in your business, large or small. First, Mack destroys the myth that branding is your logo or your color palette. Then, he demonstrates how great branding works, so you won't waste your money on marketing that gets you nowhere. You'll learn a practical, commonsense approach to marketing that empowers you to develop your own brand with the same techniques and technologies the big players use—but without breaking the bank. In fact, the less you spend on marketing the more important these tools are to your success. You'll discover tools to give you a competitive advantage as you strengthen the relationship between your customer and your products or services. Every encounter with your customer will deepen this bond, leading to even greater future sales. Great branding isn't just about the product you're selling now, but about maintaining the sales momentum into the product you'll be selling tomorrow. Think Two Products Ahead shows you how to align your business plan with your marketing plan, so you can keep customers indefinitely. Product management Marketing