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Marketing Concepts that Win!: Save Time, Money and Work by Crafting Concepts Right the First Time

Bag om Marketing Concepts that Win!: Save Time, Money and Work by Crafting Concepts Right the First Time

Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop. Don't let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework. You will discover how to: ➢ Determine whether you need a product or a positioning concept ➢ Learn tips and tricks to accelerate your concept writing efforts ➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard ➢ Write Benefit statements that consumers understand and differentiate a product or service ➢ Craft Reasons to Believe that are consumer meaningful and relevant ➢ Prepare a concept to maximize quantitative testing potential

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781936909148
  • Indbinding:
  • Paperback
  • Sideantal:
  • 194
  • Udgivet:
  • 1. september 2011
  • Størrelse:
  • 128x15x212 mm.
  • Vægt:
  • 226 g.
  • 2-3 uger.
  • 26. november 2024
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Beskrivelse af Marketing Concepts that Win!: Save Time, Money and Work by Crafting Concepts Right the First Time

Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop. Don't let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework. You will discover how to: ➢ Determine whether you need a product or a positioning concept ➢ Learn tips and tricks to accelerate your concept writing efforts ➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard ➢ Write Benefit statements that consumers understand and differentiate a product or service ➢ Craft Reasons to Believe that are consumer meaningful and relevant ➢ Prepare a concept to maximize quantitative testing potential

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