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Title: Creating Brand Loyalty by Richard D. Czerniawski, Michael W. Maloney ISBN: 1-58776-814-3 Publisher: Hudson House Publishing Pub. Date: December, 1999 Format: Paperback Volumes: 1 List Price(USD): $35.00 |
Average Customer Rating: 5 (5 reviews)
Rating: 5
Summary: This book has worked for me!
Comment: A little over a year ago I found this book while searching for a tool that could help me understand and communicate in my new boss' style. Some doubts had already been expressed about the success of our team, putting my job in jeopardy. I read this book over a weekend. The application of these concepts brought immediate results, particularly because it allowed to communicate a full, long term strategic approach to what had been perceived as tactics. The results on our brand were exceptional and my boss recognized and compensated very well my efforts.
Rating: 5
Summary: Highly Recommended!
Comment: How long has it been since you came across a book that you want to read twice? This book, with its eye-catching cover featuring the title as an embossed leather patch on the backside of a pair of blue jeans, is that kind of book. Authors Richard D. Czerniawski and Michael W. Maloney created this organized guide for marketing professionals and wrote it in a way that lets every reader learn. You are always told what you are about to learn, you're tested on that knowledge and then you are given real-life examples that reinforce the lesson. The authors debunk "established" methods, which they find condescending to marketing professionals. They believe that most marketers are tactically strong, but need to learn more about the strategic requirements of creating brand loyalty. We at getAbstract strongly recommend this book to senior managers, marketers, academics and - if you want to be savvy, too - consumers.
Rating: 5
Summary: Perfect for Everyone in Brand Management
Comment: Czerniawski and Maloney developed a great strategic roadmap for brand positioning as well as creative agency management. Everyone in brand/product management should read this book. It provides a strong strategic structure to manage and develop your brands for long term success. I've given copies to everyone on my brand team.
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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