Name: The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want (en Inglés)
Price: 50550.00 CLP
Availability: InStock
Author: A. Simpson
ISBN: 9781137351814

Formato

Libro Físico

Editorial

Palgrave Macmillan

Autor

A. Simpson

Año

2014

Idioma

Inglés

N° páginas

190

Encuadernación

Tapa Dura

ISBN13

9781137351814

N° edición

2014

Categorías

Ética empresarial y responsabilidad social

The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want (en Inglés)

A. Simpson (Autor) · Palgrave Macmillan · Tapa Dura

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Reseña del libro "The Brand Strategist's Guide to Desire: How to Give Consumers What They Actually Want (en Inglés)"

Most brands try to appeal what consumers think they want. Few realise that they could gain a sustainable competitive advantage if their brands respond directly to consumer desire. The book reveals how brands can understand the foundations of consumer desire and use it to build sustainable brand loyalty and in the process help build a healthier society with truly fulfilled customers. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson establishes five basic desires: Self-worth; Social life; Culture; Comfort; Food. She demonstrates how each of these desires prompts consumers to seek new experiences and explains how brands can best respond. By examining the motivation behind each purchase, this book explains to the reader how to develop products and services that are irresistible. Featuring case studies of leading brands that follow this approach, the book presents techniques and tactics for developing desire-based strategies- arguing that a desire truly fulfilled is more likely to be felt again.