Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff.
Material type:
TextNew York : McGraw-Hill, c2006Description: xx, 262 p. : ill. 24 cmISBN: - 0071470425 (alk. paper)
- Cir. 658.827 S75 22 c2006
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Book
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DSSC LEARNING RESOURCE CENTER | Circulation | Cir/658.827/S75/c2006 (Browse shelf(Opens below)) | Available | 005299 |
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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