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The brand strategist's guide to desi...

Simpson, Anna,

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The brand strategist's guide to desire : = how to give consumers what they actually want /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The brand strategist's guide to desire :/ Anna Simpson.
Reminder of title:	how to give consumers what they actually want /
Author:	Simpson, Anna,
Description:	1 online resource.
[NT 15003449]:	Community -- Adventure -- Aesthetics -- Vitality -- Purpose.
Subject:	Consumer behavior. -
Online resource:	http://link.springer.com/10.1057/9781137351821
ISBN:	1137351829 (electronic bk.)

The brand strategist's guide to desire : = how to give consumers what they actually want /
Simpson, Anna,

The brand strategist's guide to desire :how to give consumers what they actually want /Anna Simpson. - 1 online resource.

Community -- Adventure -- Aesthetics -- Vitality -- Purpose.

Brands are supposed to meet their customers' needs; but does industry understand what really matters to them? The Brand Strategist's Guide to Desire provides a ground-breaking model for understanding and responding to consumer desire, offering brands a way to build strong relationships and gain a lasting competitive advantage. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson explores five common desires: community, adventure, aesthetics, vitality and purpose. She argues that, by examining motivation, companies can understand how to develop successful products and services that offer real value. Featuring case studies of leading brands that follow this approach, including Nike, Oprah and Zumba, the book presents techniques and tactics for desire-based strategies, arguing that a desire well met is more likely to be felt again.

ISBN: 1137351829 (electronic bk.)

Source: 689347Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

535816
Consumer behavior.
Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5415.32

Dewey Class. No.: 658.8/342

The brand strategist's guide to desire : = how to give consumers what they actually want /
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245 1 4 $a The brand strategist's guide to desire : $b how to give consumers what they actually want / $c Anna Simpson.
264 1 $a [Basingstoke] : $b Palgrave Macmillan, $c 2014.
300 $a 1 online resource.
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505 0 $a Community -- Adventure -- Aesthetics -- Vitality -- Purpose.
520 $a Brands are supposed to meet their customers' needs; but does industry understand what really matters to them? The Brand Strategist's Guide to Desire provides a ground-breaking model for understanding and responding to consumer desire, offering brands a way to build strong relationships and gain a lasting competitive advantage. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson explores five common desires: community, adventure, aesthetics, vitality and purpose. She argues that, by examining motivation, companies can understand how to develop successful products and services that offer real value. Featuring case studies of leading brands that follow this approach, including Nike, Oprah and Zumba, the book presents techniques and tactics for desire-based strategies, arguing that a desire well met is more likely to be felt again.
588 $a Description based on publisher supplied information; title not viewed.
650 0 $a Consumer behavior. $3 535816
655 7 $a Electronic books. $2 lcsh $3 542853
710 2 $a Palgrave Connect (Online service) $3 1081578
856 4 0 $3 Palgrave Connect $u http://link.springer.com/10.1057/9781137351821