{"product_id":"customize-the-brand-make-it-more-desirable-and-profitable-hardback-9780470848227","title":"Customize the Brand; Make it more desirable and profitable (Hardback) 9780470848227","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eCustomize the Brand\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMake it more desirable and profitable\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTorsten H. Nilson (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470848227, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 8 October 2002\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e192 pages\u003cbr\u003e23.9 x 15.9 x 2.1 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"…our new guru…Nilson’s book ranges over a good deal of ground…\" (Market Leader, Winter 2002)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThis book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePreface.\u003cbr\u003e \u003cbr\u003e Acknowledgements.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e The customized brand - introducing the concept.\u003cbr\u003e \u003cbr\u003e From the mark of a marker to a symbol of desire, and from mass-market to customization twice over.\u003cbr\u003e \u003cbr\u003e Leading the way.\u003cbr\u003e \u003cbr\u003e Markets fragment, communication and competition increase, less time, more uncertainty.\u003cbr\u003e \u003cbr\u003e We are all different, but not that different - the principles of segmentation.\u003cbr\u003e \u003cbr\u003e Find the Big Number.\u003cbr\u003e \u003cbr\u003e The 10 steps to a customized brand.\u003cbr\u003e \u003cbr\u003e Step 1: know the enemy and the battlefield.\u003cbr\u003e \u003cbr\u003e Step 2: know your customers.\u003cbr\u003e \u003cbr\u003e Step 3: know thyself.\u003cbr\u003e \u003cbr\u003e Step 4: customizing the brand proposition - the foundation for a truly desirable brand.\u003cbr\u003e \u003cbr\u003e Step 5: the foundation for sustainable desirability: the product\/service package.\u003cbr\u003e \u003cbr\u003e Step 6: getting into the customer's hands.\u003cbr\u003e \u003cbr\u003e Step 7: the price to pay.\u003cbr\u003e \u003cbr\u003e Step 8: from 'interesting' to 'just right for me'.\u003cbr\u003e \u003cbr\u003e Step 9: make it move - sales promotion in a customized world.\u003cbr\u003e \u003cbr\u003e Step 10: clinching the deal.\u003cbr\u003e \u003cbr\u003e A better bottom line.\u003cbr\u003e \u003cbr\u003e What does it take?\u003cbr\u003e \u003cbr\u003e Conclusions and summary.\u003cbr\u003e \u003cbr\u003e Index.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52278036758808,"sku":"9780470848227","price":35.27,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470848227.jpg?v=1781457077","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/customize-the-brand-make-it-more-desirable-and-profitable-hardback-9780470848227","provider":"Freshly Printed Books","version":"1.0","type":"link"}