Simplicity Marketing End Brand Complexity, Clutter, and Confusion

Name: Simplicity Marketing
Author: Steven M. Cristol

Auteur: Steven M. Cristol

Taal: Engels

Afbeeldingen

Artikel vergelijken

Vergelijk met andere artikelen

Bekijk nu

Auteur: Steven M. Cristol Peter Sealey

Engels
Paperback
9781416576440
10 september 2007
274 pagina's

Alle productspecificaties

Samenvatting

For more than half a century, marketers have bombarded customers with more and more choices in products and services. What is the result? Unprecedented anxiety. Our mental circuit breakers are on overload. In fact, pioneering brand strategists Steven M. Cristol and Peter Sealey assert that we have reached our manageable threshold for making decisions -- and a watershed in product proliferation. In this pathbreaking book, the authors argue with compelling evidence that the next generation of marketing successes will belong to those brands that simplify customers' lives or businesses in ways that are inextricably tied to brand and product positioning. They contend that if a brand is not reducing customer stress, it is creating it -- and it is vulnerable to losing market share to more customer-empathetic competitors. Writing especially for product or brand managers who are struggling to simplify their portfolios, Cristol and Sealey have created a breakthrough framework that is itself a lesson in simplicity. After presenting two essential guideposts for managers to assess where their brand sits on the stress spectrum, the authors turn to the heart of Simplicity Marketing -- the 4 R's of simplification: Replace, Repackage, Reposition, and Replenish. Using scores of real-world company examples, Cristol and Sealey show how each of the 4 R's interacts with the others in powerful ways to relieve customer stress and how these strategies may be executed individually or in combination to build brand loyalty. Here for the first time are ten specific strategies to relieve customer stress through consolidating, aggregating, or integrating products and services, repositioning brands for more relevance to stress reduction, and decluttering customers' decision-making requirements. The final pages of this brilliant manifesto for a simplicity revolution provide a guide to managing simplicity strategies, leveraging information technology to simplify rather than complicate customers' lives, and integrating all the tools in the book into an executional blueprint.

Productspecificaties

Inhoud

Taal: en
Bindwijze: Paperback
Oorspronkelijke releasedatum: 10 september 2007
Aantal pagina's: 274
Illustraties: Met illustraties

Betrokkenen

Hoofdauteur: Steven M. Cristol
Tweede Auteur: Peter Sealey
Hoofduitgeverij: Free Pr

Overige kenmerken

Extra groot lettertype: Nee
Product breedte: 152 mm
Product hoogte: 19 mm
Product lengte: 222 mm
Studieboek: Nee
Verpakking breedte: 152 mm
Verpakking hoogte: 19 mm
Verpakking lengte: 222 mm
Verpakkingsgewicht: 431 g

EAN

EAN: 9781416576440

Je vindt dit artikel in

Categorieën: Managementboeken

Sales & Marketing

Boeken
Taal: Engels
Boek, ebook of luisterboek?: Boek
Beschikbaarheid: Leverbaar
Studieboek of algemeen: Algemene boeken

Reviews

Nog geen reviews

Hoe controleren en plaatsen wij reviews? Hoe controleren en plaatsen wij reviews?

Negatief, positief, neutraal: we zetten een review altijd online. We controleren wel eerst of ’ie voldoet aan onze reviewvoorwaarden en niet nep is. We controleren ook of ’ie is geschreven door iemand die het artikel heeft gekocht via bol.com en zetten dit er dan bij. De controles gebeuren automatisch, al kijken er soms mensen mee. Bol.com betaalt niet voor reviews. Als een reviewer door een andere partij is vergoed, staat dit in de review zelf.