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Truth : new rules for marketing in a skeptical world /
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, co...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
AMACOM,
©2007.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including "Brandweek", "Advertising Age", and the "Journal of Brand Management". He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace |
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| Descripción Física: | 1 online resource (vii, 279 pages) : illustrations |
| Bibliografía: | Includes bibliographical references (pages 271-272) and index. |
| ISBN: | 9780814400890 0814400892 1281128155 9781281128157 9786611128159 6611128158 |