Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff.
Material type: TextPublication details: New York : McGraw-Hill, c2006.Description: xx, 262 p. : ill. 24 cmISBN:- 0071470425 (alk. paper)
- 658.827 22 STI-S 2006 800083
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|---|
Books | Lahore Business School Library Shelf No. 82, LBS | Book | 658.827 STI-S 2006 800083 (Browse shelf(Opens below)) | C1 | Available | 800083 | |||
Books | Lahore Business School Library Shelf No. 82, LBS | Book | 658.827 STI-S 2006 800084 (Browse shelf(Opens below)) | C2 | Available | 800084 |
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.