80/20 Brand: Brand Building with a P&G Edge
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About this item
Think like a Procter & Gamble brand manager.
Brand building is challenging because one must master both the science and the art of brand growth to deliver success. One of the most powerful brand-building tools is merely a placebo!
After many years of teaching Brand Management at Georgia Tech, Aaron Hackett has distilled his two decades of brand experience into the 20% of academic theory that delivers 80% of real-world results. His passion has been coaching students and clients using the proven methods he learned at Procter & Gamble and throughout his career.
Professor Hackett identifies the most compelling aspects of brand management and breaks them down with a focus on results:
We've got it Backward - The 80/20 of Targeting Consumer is Boss - The 80/20 of Consumer Understanding Less is More - The 80/20 of Positioning Marketers Lie, but Numbers Don't - The 80/20 of Analysis Opportunity from Chaos - The 80/20 of Messaging Sell a Little, Learn a Lot - The 80/20 of Marketing Activation First Moment of Truth - The 80/20 of Shopper Purchase Product Placebo - The 80/20 of Quality Perception
The content in this book has been vetted semester after semester by students who do not settle for theoretical.
For detailed feedback from people who have had extensive interactions with Professor Hackett, please visit 8020brand.com/train
ASIN: 1096291754
VSKU: DBV.1096291754.G
Condition: Good
Author/Artist:Hackett, Aaron
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: Gently used with minimal wear on the corners and cover. A few pages may contain light highlighting or writing, but the text remains fully legible. Dust jacket may be missing, and supplemental materials like CDs or codes may not be included. May be ex-library with library markings. Ships promptly!
ASIN: 1096291754
VSKU: DBV.1096291754.G
Condition: Good
Author/Artist:Hackett, Aaron
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: Gently used with minimal wear on the corners and cover. A few pages may contain light highlighting or writing, but the text remains fully legible. Dust jacket may be missing, and supplemental materials like CDs or codes may not be included. May be ex-library with library markings. Ships promptly!
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