Brand busters : 7 common mistakes marketers make : lessons from the world of technical and scientific products /

Brand busters : 7 common mistakes marketers make : lessons from the world of technical and scientific products /

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Bibliographic Details
Author / Creator:Wirthwein, Chris.
Imprint:Ithaca, NY : Paramount Market Pub., c2008.
Description:xxiv, 128 p. : ill. ; 24 cm.
Language:English
Subject:
Branding (Marketing)
Branding (Marketing)
Format: Print Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/6830398
Hidden Bibliographic Details
ISBN:9780980174502
0980174503
Notes:Includes bibliographical references (p. 122-123) and index.
Summary:No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective. Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising. The seven mistakes? 1. Talking "Needs" Instead of "Wants" 2. Falling in Love With your Product Instead of Your Customer 3. Believing that Marketing is a Science or an Art 4. Trying to Please Everyone 5. Forgetting that People Forget 6. Believing Your Price is Too High Without Proof 7. Believing You Must Sell Your Product on an Economic Basis. - Publisher.

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Purchased through the Fairfax M. Cone Book Fund Established by his Friends at Foote, Cone & Belding bookplate

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