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Stiff, Dan. 4 0

Sell the brand first : how to sell your brand and create lasting customer loyalty. 6 6 Dan Stiff. - - - xx, 262 pages : illustrations 24 cm. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references (p. 249-250) and index.

It's all about the brand -- The importance of brands -- Speaking brand language -- The core components of brand selling -- The buyer stair-step -- The brand staircase -- Challenges and opportunities -- Understanding the buyer and seller -- Mindsets -- Motives -- Migration -- Selling brands in the business-to-consumer setting -- The lifestyle connection -- Migrating the consumer to brand -- Selling brands in the business-to-business setting -- Differences in selling to the trade -- Migrating the trade buyer toward the brand -- Impact on company culture -- Building the branded culture.

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ISBN: 0-07-147042-5 (hardcover)

ISSN: 2 = =

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Branding (Marketing);Customer relations.;Consumer satisfaction.;Customer loyalty.;Brand name products ----Social aspects.----20--

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LC Class. No.: HD69.B7 / S75 20062

Dewey Class. No.: R 658.827 / St52s 20062

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