Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff.

By: Stiff, Dan
Material type: TextTextPublisher: New York : McGraw-Hill, c2006Description: xx, 262 p. : ill. 24 cmISBN: 0071470425 (alk. paper)Subject(s): Branding (Marketing) | Customer relations | Consumer satisfaction | Customer loyalty | Brand name products -- Social aspectsDDC classification: 658.827 Online resources: Table of contents only | Contributor biographical information | Publisher description
Contents:
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.
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Books Books Lahore Business School Library
Shelf No. 79, LBS
Book 658.827 STI-S 2006 800083 (Browse shelf) C1 Available 800083
Books Books Lahore Business School Library
Shelf No. 79, LBS
Book 658.827 STI-S 2006 800084 (Browse shelf) C2 Available 800084
Total holds: 0

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.

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