Customize the Brand: Make it more desirable and profitable - Hardcover

Nilson, Torsten H.

 
9780470848227: Customize the Brand: Make it more desirable and profitable
Hardcover
ISBN 10: 0470848227 ISBN 13: 9780470848227
Verlag: Wiley, 2002

Inhaltsangabe

This book explores the increasingly important topic of brand building within the one-to-one concept. It 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. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

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Über die Autorin bzw. den Autor

Torsten H. Nilson is a leading international authority on successful branding and brand development, with particular emphasis on differentiation strategies.

Torsten is a director and co-founder of The Quant. Marketing Company.

Quant. Marketing advises major national and international organizations on how to best use customer intelligence to shape and drive strong brands for better business results data-driven brand marketing.

Torstens background includes ten years as an independent international brand strategy consultant with leading blue chip organizations and prior to that ten years of senior marketing management with the Nestlé company.

Torsten is also a regular lecturer at conferences and seminars around the world.

The Quant. Marketing approach to successful marketing has been the inspiration for Customize the Brand. The book builds on Torstens highly regarded Competitive Branding: Winning in the Market Place with Value-Added Brands (published by John Wiley & Sons, ISBN 0-471-98457-4).

Von der hinteren Coverseite

Marketing based on averages brings average results. This is not good enough in todays intensely competitive environment.

Most companies have the potential for delivering a more powerful and relevant brand proposition. Yet it rarely happens.

In this innovative and groundbreaking book Torsten Nilson introduces the concept of the customized brand - how to effectively adapt brands, whether mass-market or niche, to the needs and wishes of individual customers.

He explains and illustrates with the help of numerous examples how companies can gain competitive advantage by adapting the total marketing mix to different customers, regardless of market sector.

One day all marketing will be like this!

This book will guide you to:
* Understand your customer better than anyone else
* Communicate better with your customer than anyone else
* Deliver a product or service that provides better perceived value than anyone elses

Aus dem Klappentext

All customers prefer a brand that is appropriate to their needs. So far, most brand offers have been based on a compromise between what is efficient for the supplier and what is acceptable to the customer. These compromises are no longer necessary as suppliers can now cost-effectively deliver a customized brand proposition. But very few do, as the strategies and techniques to do so have not entered mainstream marketing theory and practice.

In his new book Torsten Nilson combines his solid knowledge of marketing with recent developments in customization to deliver a blueprint for marketing in the future.

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Verlag
Wiley
Erscheinungsdatum
2002
Sprache
Englisch
ISBN 10 
0470848227
ISBN 13 
9780470848227
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
192
Kontakt zum Hersteller
Wiley-VCH GmbH
product_safety@wiley.com

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