Jeff Lotman: Invisible Marketing | Buch

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Cover: 9781544507262 | Invisible Marketing | Jeff Lotman | Buch | Englisch | 2020

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Sprache: Englisch

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Beschreibung

Ask the CMO of any consumer packaged goods company and they'll tell you: their industry is extremely competitive. When you're using the same tools to go after the same customers as your competitors, breaking away from the pack is a challenge. Everyone is looking for an edge, and yet there's one area of marketing that remains largely unexplored. In fact, according to Jeff Lotman, it's almost invisible. What is this form of marketing with such untapped potential? Brand expansion through licensing.
Most people want nothing to do with licensing because they think it means slapping their logo on a product or letting a third party run amok with their brand. In Invisible Marketing, Jeff shows you the true promise of licensing: creating new entry points for people to discover your brand. With proper licensing, you'll outflank the competition by entering into unexplored categories and connecting with new customers. By following Jeff's step-by-step process and learning from the success stories of well-known brands, you'll also be equipped to deepen the relationships with your existing customers.

Über den Autor

JEFF LOTMAN is the driving force behind Global Icons, the world's leading brand-focused agency with over $5 billion in retail sales. Jeff is a leader in educating executives on the hidden benefits of licensing, and over the years, Global Icons has established an impressive client roster that includes Kleenex, Hostess, Lamborghini, NOKIA, and USPS, among others. He is also the owner of Fred Segal, LA's iconic fashion brand. Jeff has spoken at many leading industry events, including Entertainment Marketing Conference, SPLiCE, and the Restaurant Industry Conference. He's been profiled by the New York Times, the Los Angeles Times, CNBC, and FOX, and is a distinguished member of the Licensing Industry Merchandisers' Association and the Licensing Executives Society.

Erscheinungsjahr:	2020
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Seiten:	144
ISBN-13:	9781544507262
ISBN-10:	1544507267
Sprache:	Englisch
Ausstattung / Beilage:	HC gerader Rücken mit Schutzumschlag
Einband:	Gebunden
Autor:	Lotman, Jeff
Hersteller:	Lioncrest Publishing
Maße:	222 x 145 x 12 mm
Von/Mit:	Jeff Lotman
Erscheinungsdatum:	11.05.2020
Gewicht:	0,336 kg

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