Sell the brand first :

Stiff, Dan.

Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff. - New York : McGraw-Hill, c2006. - xx, 262 p. : ill. 24 cm.

Includes bibliographical references (p. 249-250) and index.

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.

0071470425 (alk. paper)

2006000695


Branding (Marketing)
Customer relations.
Consumer satisfaction.
Customer loyalty.
Brand name products--Social aspects.

658.827 / STI-S 2006 800083
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