Stop listening to the customer : try hearing your brand instead

Stop listening to the customer : try hearing your brand instead /

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Bibliographic Details
Main Authors: Ferrier, Adam (Author), Flemming, Jen (Author)
Corporate Author: ProQuest (Firm)
Format: Electronic eBook
Language:English
Published: Milton, Qld. : John Wiley & Sons Australia Ltd, 2020.
Subjects:
Branding (Marketing)
Success in business.
Entrepreneurship.
Online Access:Connect to this title online (unlimited simultaneous users allowed; 325 uses per year)
Table of Contents:
  • Machine generated contents note: 1. Stop the consumer obsession
  • 2. Consumers Lie
  • 3. Listening to the consumer eliminates value
  • 4. Listening To The Consumer Makes Your Business Homogeneous
  • 5. They who hear their brand
  • 6. Create The Category
  • 7. Define the brand
  • 8. Gonzo Marketing 1: Fire The Ceo
  • 9. Gonzo marketing 2: Put the customer second
  • 10. Embracing The Negative
  • 11. Creating weakness
  • 12. Ask What Your Consumer Can Do For You
  • 13. closing argument.

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