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Passion Brands

Name: Passion Brands
Brand: Prometheus Books
SKU: 9781591026877
Price: 8587 HUF
Availability: InStock

Why Some Brands Are Just Gotta Have, Drive All Night For, and Tell All Your Friends About

Szerző: Kate Newlin

Nyelv:

Kötés: Kemény kötésű

Kiadó: Prometheus Books

Elérhetőség: 50 % esély

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What makes some brands stand out from the pack year after year? In a vast marketplace glutted with c...

Információk a könyvről

Szerző

Kate Newlin

Nyelv

Angol

Kötés

Könyv - Kemény kötésű

Kiadva

2009

oldal

292

EAN

9781591026877

ISBN

9781591026877

Enbook ID

06587835

Kiadó

Prometheus Books

Súly

570

Méretek

203 x 239 x 26

Teljes leírás

What makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless "pretty good brands," how are some products able to command unquestionable customer loyalty and lasting enthusiasm? Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands-brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones.Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today. Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions:• Are there common characteristics that enable passion brands to become carriers of personal meaning?• What is the financial impact on a company that produces a passion brand?• Do passion brands create a halo over the stock prices?She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don't work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging "brand democracy" in which users can help decide a product's characteristics, from size and color to how it should be marketed. Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.