Technobrands
The concept of branding began almost a century ago and many of today's most successful brands, such as Kodak and Coca-Cola, date from this period. This book is about the growth and development of the... This description may be from another edition of this product.
Format:Hardcover
Language:English
ISBN:0814402437
ISBN13:9780814402436
Release Date:January 1994
Publisher:Amacom
Length:208 Pages
Weight:1.15 lbs.
Dimensions:0.9" x 6.3" x 9.3"
Customer Reviews
2 ratings
This book is the bible of technology branding!
Published by Thriftbooks.com User , 26 years ago
After doing a multitude of research on the subject of branding specific to technology products, I found very few established research results. However, Pettis' book accurately describes the differences between technology vs. consumer branding. In addition, he describes all of the steps you'll need to rollout an effective technobranding campaign, including how to get buy in from upper management. After speaking directly with branding managers from such major technology companies as Novell, I've found that TechnoBrands echoes their sentiments. TechnoBrands is a great book, and the authority on this subject.
This book is a MUST if you market/ make high tech products.
Published by Thriftbooks.com User , 27 years ago
Reis & Trout's books are an excellent place to learn how to create a successful plan to market consumer products. Marketing technical products is similar, but definitely not the same. (See chapter 3.) "TechnoBrands" defines differences and provide practical advice. Chapter 6, for example, clearly explains how to crystalize your thoughts. Add your common sense and brutal honesty to precise and accurate information and you have the recipe for a successful marketing strategy.
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