About this title: Two marketing experts present a comprehensive guide to building a product into a recognized and respected brand and share their radical strategies for marketing effectively on the Internet, urging readers to mix the old with the new when making a marketing plan, in a volume that contains The 22 Immu
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Description: Good. Former Library book. Shows some signs of wear, and may have some markings on the inside. Shipped to over one million happy customers. Your purchase benefits world literacy! read more
Edition: Illustrated.
Binding: Hardcover
Publisher: HarperBusiness
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Very good in very good dust jacket. Nice clean copy with DJ. Sewn binding. Cloth over boards. With dust jacket. 182 p. Contains: Illustrations. Audience: General/trade. read more
Edition: Illustrated.
Binding: Hardcover
Publisher: HarperBusiness
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Good in good dust jacket. Sewn binding. Cloth over boards. With dust jacket. 182 p. Contains: Illustrations. Audience: General/trade. read more
Description: Fine. 0060007737 Ships next business day. NEW/UNREAD! ! ! Text is Clean and Unmarked! --Be Sure to Compare Seller Feedback and Ratings before Purchasing--Has a small black line on bottom/exterior edge of pages. May have light shelf wear to cover from storage, if any. read more
Edition: First edition. Illustrated.
Binding: Hardcover
Publisher: HarperBusiness
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Very good in very good dust jacket. Book and dust jacket are in near fine condition, pages are bright and unmarked. Sewn binding. Cloth over boards. 181 p. Contains: Illustrations. Audience: General/trade. read more
Edition: Illustrated.
Binding: Hardcover
Publisher: HarperBusiness
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Very good in very good dust jacket. Spine straight, binding tight, appears never read, bump to btm ft cover, covers/pgs flat w/sharp corners, minor shelf wear to DJ. Sewn binding. Paperover boards. With dust jacket. 182 p. Contains: Illustrations. Audience: General/trade. Photos or additional information on this item available on request. Orders/e-mail responses processed daily. Please check our feedback read more
Edition: Illustrated.
Binding: Hardcover
Publisher: HarperBusiness
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Very good in fine dust jacket. Virtually like new with the exception of some very difficult to notice shelf wear to some edges of dust jacket-not significant. Back cover flyleaf is a little odd-manufacturing issue. Sewn binding. Cloth over boards. With dust jacket. 182 p. Contains: Illustrations. Audience: General/trade. read more
Binding: Hardcover
Publisher: HarperCollins Publishers
Date Published: 1998
ISBN-13:9780887309373ISBN:0887309372
Description: Fine. First Edition-First printing 10 9 8 7 6 5 4 3 2 1. BOOK IS NEW! ! Slight shelf wear with slight age toning present. Slight jacket wear and tear. GoodwillnyBooks is committed to providing each customer with the highest standard of customer service. You may return new items within 30 days of delivery for a full refund. read more
Description: Very good; Collectible. Collectible stated 1st Edition (1998 HC), 1st printing with 10 full numberline. Excellent condition. No writings/underlines/highlights. Pages are nice and clean. Minor shelfwear/small rip on back cover dj (~2 cm) with crease. Free deliver confirmation! Satisfaction guaranteed! read more
"The basic issue in marketing is creating a category you can be first in. It's the law of leadership: It's better to be first than it is to be better. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first."
"If you can't be first in a category, set up a new category you can be first in."
"It's better to be first in the prospect's mind than first in the marketplace. Which, if anything, understates the importance of being first in the mind. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get in the mind first."
"You want to change something in a mind Forget it. Once a mind is made up, it rarely, if ever, changes. The single most wasteful thing you can do in marketing is try to change a mind."
"If you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time. The mind doesn't work that way. You have to blast your way in the mind."
"It's an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion."
"A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary."
"It would be helpful for Lotus to have other companies get into the groupware business. It would make the category more important and people would be even more impressed with Lotus's leadership."
"But for the most part, hype is hype. Real revolutions don't arrive at high noon with marching bands and coverage on the 6:00pm news. Real revolutions arrive unannounced in the middle of the night and kind of sneak up on you."
"Was recommended this from a very reputable source. A VERY quick read, but hardly worth it. Repetitive, vague, and dated. Not sure this title is holding up. Managed to find a few needles in the haystack, but nothing groundbreaking."
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