LEADER 03367cam 2200613 i 4500001 ssj0002555322 003 WaSeSS 005 20231212080539.0 006 m d 007 cr n 008 230922t20202020qeaa sb 001 0 eng d 010 2023279690 015 GBC035937 |2bnb 016 7 019737602 |2Uk 020 9780730370574 |q(paperback) 020 0730370577 |q(paperback) 035 (WaSeSS)ssj0002555322 040 YDX |beng |cYDX |dBDX |dATCDL |dOCLCF |dNZAUC |dAUPTL |dUKMGB |dYDXIT |dOCLCQ |dOCLCO |dDLC |dWaSeSS 042 lccopycat 049 EREENEHH 050 00 HF5415.1255 |b.F477 2020 082 00 658.8/27 |223/eng/20231115 100 1 Ferrier, Adam. |=^A1258408 245 10 Stop listening to the customer |h[electronic resource] : |b...try hearing your brand instead / |cAdam Ferrier ; with Jen Flemming. 260 Milton, Qld. : |bJohn Wiley & Sons Australia Ltd, |c2020. 300 xx, 198 pages : |billustrations ; |c23 cm 504 Includes bibliographical references (pages 183-188) and index. 505 0 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. 506 Available only to authorized users. 520 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. 538 Mode of access: World Wide Web 650 0 Branding (Marketing) |=^A755863 650 0 Success in business. |=^A134783 650 0 Entrepreneurship. |=^A34099 650 6 Stratégie de marque. 650 6 Succès dans les affaires. 650 6 Entrepreneuriat. 650 7 branding. |2aat 650 7 entrepreneurs. |2aat 650 7 Branding (Marketing) |2fast |0(OCoLC)fst01743755 650 7 Entrepreneurship. |2fast |0(OCoLC)fst00912787 650 7 Success in business. |2fast |0(OCoLC)fst01137062 655 0 Electronic books. |=^A491897 700 1 Fleming, Jennifer |q(Jennifer A.) |?UNAUTHORIZED 856 40 |zFull text available from Ebook Central - Academic Complete |uhttps://ebookcentral.proquest.com/lib/eastcarolina/detail.action?docID=6027974 947 (OCoLC)on1089272450 949 CLICK ON WEB ADDRESS |wASIS |hJOYNER188 949 CLICK ON WEB ADDRESS |wASIS |hHSL77 949 CLICK ON WEB ADDRESS |wASIS |hJMUSIC60 596 1 3 4 998 5872284