Beyond the brand
why engaging the right customers is essential to winning in business
by John Winsor
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"Marketing expert John Winsor makes a case here that consumers have developed a "brand immune system" that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use "bottom-up" tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with the right customers in their worlds, creating essential foundations for breakthrough innovation." "The tools John Winsor outlines in Beyond the Brand are the very ones his own company, Radar Communications, uses to help some of the most forward-thinking companies today to develop more aggressively innovative growth."--BOOK JACKET
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| Edition | Availability |
|---|---|
1
Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business
October 1, 2004, Kaplan Business
Hardcover
in English
0793188369 9780793188369
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2
Beyond the brand: why engaging the right customers is essential to winning in business
2004, Dearborn Trade Pub.
in English
0793188369 9780793188369
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Book Details
Edition Notes
Includes bibliographical references (p. 245-259) and index.
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- Created September 20, 2008
- 12 revisions
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| August 12, 2024 | Edited by MARC Bot | import existing book |
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| September 20, 2008 | Created by ImportBot | Imported from Western Washington University MARC record |