Shiny Objects Marketing -

Shiny Objects Marketing
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Wydawnictwo: John Wiley Sons
ISBN: 9780470357675
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The answer to all these questions, says David LaBonte, is contained in the deceptively simple Shiny Objects Marketing principle: "People, as all creatures, are innately attracted to shiny objects. If you can make your brand, product, or service a shiny object to your customers and prospects, you'll be immensely successful." In Shiny Objects Marketing, LaBonte shows you how to turn your products and services into your customers' irresistible shiny objects. LaBonte explains exactly what makes a shiny objectit grabs attention, drives curiosity, demands to be touched, and ultimately demands to be bought. He identifies the obstacles inside and outside of a company that get in the way of a shiny object and provides strategies to make your shiny object stand out among the many others already out there. Using simple models, case studies and examples, as well as interviews with marketers, he explains how to put these concepts to work in the real world, analyzing in detail actual marketing programs that were successful because they used these principlesas well as programs that flopped because they ignored them. And he provides the toolssuch as the Shiny Object Quadrants and the Five Shiny Object Facetsto apply these successful techniques to any product or service.

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