Robert Cialdini Jr.: Bad Breath Empire

Cover: 9783565254941 | Bad Breath Empire | Robert Cialdini Jr. | Taschenbuch | Englisch

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Sprache: Englisch

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Beschreibung

Before the 1920s, "halitosis" was an obscure medical term that nobody cared about, and Listerine was a pungent liquid used to clean hospital floors and treat Gonorrhea. "The Bad Breath Empire" tells the audacious story of Gerard Lambert, the marketing genius who didn't just sell a product-he sold a new [...] book deconstructs one of the most successful marketing campaigns in history. Lambert took a general-purpose antiseptic and rebranded it as the cure for "chronic halitosis," positioning bad breath not as a hygiene issue but as a social death sentence that would prevent you from getting married or hired. Through aggressive "whisper copy" advertisements featuring sad bridesmaids ("Always a bridesmaid, never a bride"), he shamed an entire nation into rinsing their mouths with floor [...] is a masterclass in "constructive discontent"-the art of making consumers feel inadequate so you can sell them the solution. This book challenges entrepreneurs to look at their products differently: Are you selling a liquid, or are you selling social insurance?

Details

Empfohlen (von):	1
Fachbereich:	Rechtsratgeber
Genre:	Recht
Produktart:	Nachschlagewerke
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9783565254941
ISBN-10:	3565254947
Sprache:	Englisch
Autor:	Jr., Robert Cialdini
Hersteller:	epubli
Verantwortliche Person für die EU:	Neopubli GmbH (Imprint: epubli), Köpenicker Str. 154a, D-10997 Berlin, produktsicherheit@epubli.com
Maße:	7 x 210 x 297 mm
Von/Mit:	Robert Cialdini Jr.
Gewicht:	0,299 kg