{"product_id":"customize-the-brand-make-it-more-desirable-and-profitable-9780470848227","title":"Customize the Brand Make It More Desirable  And","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eExplores the important topic of brand building within the one-to-one concept. This book explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"…our new guru…Nilson’s book ranges over a good deal of ground…\" (Market Leader, Winter 2002)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface.\u003cbr\u003e \u003cbr\u003e Acknowledgements.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e The customized brand - introducing the concept.\u003cbr\u003e \u003cbr\u003e From the mark of a marker to a symbol of desire, and from mass-market to customization twice over.\u003cbr\u003e \u003cbr\u003e Leading the way.\u003cbr\u003e \u003cbr\u003e Markets fragment, communication and competition increase, less time, more uncertainty.\u003cbr\u003e \u003cbr\u003e We are all different, but not that different - the principles of segmentation.\u003cbr\u003e \u003cbr\u003e Find the Big Number.\u003cbr\u003e \u003cbr\u003e The 10 steps to a customized brand.\u003cbr\u003e \u003cbr\u003e Step 1: know the enemy and the battlefield.\u003cbr\u003e \u003cbr\u003e Step 2: know your customers.\u003cbr\u003e \u003cbr\u003e Step 3: know thyself.\u003cbr\u003e \u003cbr\u003e Step 4: customizing the brand proposition - the foundation for a truly desirable brand.\u003cbr\u003e \u003cbr\u003e Step 5: the foundation for sustainable desirability: the product\/service package.\u003cbr\u003e \u003cbr\u003e Step 6: getting into the customer's hands.\u003cbr\u003e \u003cbr\u003e Step 7: the price to pay.\u003cbr\u003e \u003cbr\u003e Step 8: from 'interesting' to 'just right for me'.\u003cbr\u003e \u003cbr\u003e Step 9: make it move - sales promotion in a customized world.\u003cbr\u003e \u003cbr\u003e Step 10: clinching the deal.\u003cbr\u003e \u003cbr\u003e A better bottom line.\u003cbr\u003e \u003cbr\u003e What does it take?\u003cbr\u003e \u003cbr\u003e Conclusions and summary.\u003cbr\u003e \u003cbr\u003e Index.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402438746455,"sku":"9780470848227","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470848227.jpg?v=1730480399","url":"https:\/\/bookcurl.com\/products\/customize-the-brand-make-it-more-desirable-and-profitable-9780470848227","provider":"Book Curl","version":"1.0","type":"link"}