| Contents |
Stop the consumer obsession -- Consumers lie -- Listening to the consumer eliminates value -- Listening to the consumer makes your business homogeneous -- They who hear their brand -- Create category -- Define the brand -- Gonzo marketing 1: Fire the CEO -- Gonzo marketing 2: Put the customer second -- Embracing the negative -- Creating weakness -- Ask what your consumer can do for you -- The closing argument. |
| Abstract |
The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business. |
| Bibliography note | Includes bibliographical references (pages 183-188) and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2023279690 |
| ISBN | 9780730370574 (paperback) |
| ISBN | 0730370577 (paperback) |
