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UNIQUE NOW OR NEVER
KUNDE J. wydawnictwo: FT/PH, 2002, wydanie I cena netto: 170.00 Twoja cena 161,50 zł + 5% vat - dodaj do koszyka
- "Jesper
Kunde is a name you can expect to see on the global business advisors' marquee for a long
time to come. This book is not for the faint of heart. It is not for you
unless you are ready to shed decades of marketing "wisdom" and painstakingly
build - in the spirit of a Nike, a Virgin, a Nokia - your essential value proposition. It
is not for you unless you are prepared to organise your entire company into a focused
system that supports and exudes the essence of whom you are and why what you offer to the
world matters.
Let Kunde get into your mind, and you may just end up getting into your customer's
mind! A bavura performance from the undisputed Maestro of value
positioning."
Tom Peters, Palo Alto.
Our parents valued products. Tangible, measurable, reassuringly solid things. Today,
products are almost indistinguishable. Our generation of consumers focuses on attitude,
emotional content and immaterial value. If you want to sell me a power drill, don't tell
me how many watts the engine is; tell me how good I'll feel when a set of shelves I've
put up stays up. This is the New Value Economy.
Value differentiation is a
crucial factor for success and the question on everybody's mind is simple: How do I stand
out in the turmoil? What does it take to be unique? First you have to change your mindset.
Always front a company with the brand - never ever the product.
Understanding the power of a unique brand gives value-driven companies an advantage in the
market. Unique, Now or Never sets out four new tools for companies in the New Value
Economy to achieve that advantage.
CONTENTS
Introduction: A unique
moment
Chapter 1: Unique NOW Or Never
Chapter 2: From the old the new economy
Chapter 3: The new value economy
Chapter 4: How does the company come from the old to the new economy - redefine your
company
PART I: Create high and unique value in one brand globally
Chapter 5: Create growth via a brand with a high value
Chapter 6: Define the brand position you wish to conquer - and word it
Chapter 7: The brand - the personality of a company
PART II: Create a Unique Brand System securing that the brand and its values are kept
together
Chapter 8: In the new value economy brands and values needs solidarity
Chapter 9: Growth via a strong corporate brand
Chapter 10: Corporate brand with graduation
Chapter 11: Corporate brand with denomination
Chapter 12: Corporate brand with differentiation
Chapter 13: A combined corporate brand
Chapter 14: Corporate brand with endorsing
Chapter 15: One-product-one-brand
Chapter 16: Structure your company with a corporate brand system
PART III: Redefine the company to the new economy
Chapter 17: Redefine your company to the new value economy
Chapter 18: The Unique Brand Value Chain - the corporate future strategy
Chapter 19: Redefine your understanding of the company's way to the market - Unique
Brand Relation Management
Chapter 20: Redefine your understanding of the company's organisation
Chapter 21: Redefine your understanding of management
Chapter 22: Redefine your understanding of market boarders
352 Pages Hardback
[ Author]
Danish born Jesper Kunde, 42,
is a Bachelor of Commerce. He worked for Carlsberg and the electronics company LK before
he started the advertising agency Kunde & Co. with his partner Gaute Hogh in 1988.
Kunde & Co. has established itself as one of Scandinavia's largest intergrated
advertising agencies, functioning as marketing and management consultants for major
international companies including Bang & Olufsen, Bodum and Ecco.
Księgarnia nie działa. Nie odpowiadamy na pytania i nie realizujemy zamówien. Do odwolania !.
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