Stop listening to the customer : ... try hearing your brand instead
Ferrier, Adam2020
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The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business.
Main title:
Stop listening to the customer : ... try hearing your brand instead / Adam Ferrier, with Jen Flemming.
Author:
Imprint:
Milton, Qld. : Wiley, 2020.
Collation:
xx, 198 pages : illustrations, portraits ; 23 cm.
Notes:
Includes bibliographical references and index.
Contents:
Stop the consumer obsession -- Consumers lie -- Listening to the consumer eliminates value -- Listening to the consumer makes your business homogeneous -- They who hear their brand -- Create category -- Define the brand -- Gonzo marketing 1: Fire the CEO -- Gonzo marketing 2: Put the customer second -- Embracing the negative -- Creating weakness -- Ask what your consumer can do for you -- The closing argument.
ISBN:
9780730370574
Dewey class:
658.8
Language:
English
BRN:
363391
More Information:
| Location | Collection | Call number | Status/Desc |
|---|---|---|---|
| Brighton Library | Adult Non Fiction - Computers and Business | 658.8 FER | Available |