What's in it for me? : a marketer's guide to establishing an equal partnership with customers

著者

• Woods, Robin (Robin Stephen)

書誌事項

What's in it for me? : a marketer's guide to establishing an equal partnership with customers

Robin Woods

AMACOM, c1993

注記

Includes index

内容説明・目次

内容説明

The secret to successful brand marketing? WIFM. That stands for ")"What's in it for me?", and according to Robin Woods, it's the question every brand ad must answer in order to win over and retain customers. Woods identifies a combination of uniqueness and need, in a totally new approach to brand positioning that respects consumers' intelligence and creates a "partnership" between advertiser and buyer. In down-to-earth language, he advises marketers how they can: preserve and foster brand loyalty; put themselves "in the customer's shoes" in order to create ads that appeal to consumers' true needs; base powerful ad messages on five people-type needs and 14 brand value needs; and recognize the limitations of "lifestyle" advertising

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA21457427
• ISBN:
  • 0814451470
• LCCN: 92042866
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xvi, 207 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415
  • DC20 : 658.8/343
• 件名:
  • LCSH : Marketing
  • LCSH : Brand name products -- Marketing
  • LCSH : Consumers' preferences
  • LCSH : Motivation research (Marketing)