The Culting of Brands: When Customers Become True Believers - Rilegato

Atkin, Douglas

Rilegato

ISBN 10: 1591840279 ISBN 13: 9781591840275

Casa editrice: Portfolio, 2004

Riassunto

An analysis of the process of branding offers insight into how companies cultivate near-fanatical customer loyalty, identifying the commonalities between cults and corporations that use cult-branding techniques, and explaining how marketers and business leaders can attract and retain consumer population segments as well as loyal employees. 35,000 first printing.

Su questo libro

Recensione:

Crazy as it sounds, the calculus of building a powerful new brand is the same as that for a cult. This is a breakthrough book that will make you rethink what you thought you knew about brands (and religion!). (Seth Godin, author of Purple Cow)

L'autore:

Douglas Atkin is the director of strategy at one of New YorkÂ’s hottest advertising agencies, Merkley Newman Harty. He has worked with numerous clients to increase their cult appeal, including Mercedes, Pfizer, Smith Barney, Fila, and JetBlue. This is his first book.

Su questa edizione

• Editore: Portfolio
• Data di pubblicazione: 2004
• ISBN 10: 1591840279
• ISBN 13: 9781591840275
• Rilegatura: Copertina rigida
• Numero di pagine: 230