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Culting Of Brands : Turn Your Customers Into True Believers, Paperback by Atk...

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Book Title
Culting Of Brands : Turn Your Customers Into True Believers
ISBN
9781591840961
Publication Year
2005
Type
Textbook
Format
Paperback
Language
English
Publication Name
The Culting of Brands
Item Height
209mm
Author
Douglas Atkin
Publisher
Penguin Putnam INC International Concepts
Item Width
139mm
Subject
Business
Item Weight
240g
Number of Pages
256 Pages

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Product Information

At first glance, companies like Apple and Nike have little in common with organizations like the Hell's Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult- They attract people who see themselves as different from the masses in some fundamental way. Contrary to stereotypes, most cult members aren't emotionally unstable-they're just normal folks searching for a sense of belonging.Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques.He interviewed countless cult members to find out what makes them tick. And he explains exactly how brands like Harley-Davidson, Saturn, JetBlue, and Ben & Jerry's make their customers feel unique, important, and part of an exclusive group-and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new members, how to establish a mythology about the company, and how to manage a workforce filled with true believers. Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.

Product Identifiers

Publisher
Penguin Putnam INC International Concepts
ISBN-13
9781591840961
eBay Product ID (ePID)
90171050

Product Key Features

Author
Douglas Atkin
Publication Name
The Culting of Brands
Format
Paperback
Language
English
Subject
Business
Publication Year
2005
Type
Textbook
Number of Pages
256 Pages

Dimensions

Item Height
209mm
Item Width
139mm
Item Weight
240g

Additional Product Features

Title_Author
Douglas Atkin
Country/Region of Manufacture
United States

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增值稅識別編號:
  • GB 307932304
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All good ta
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looks a good read thanks