{"product_id":"marketing-concepts-that-win-martha-guidry-9781936909148","title":"Marketing Concepts that Win!: Save Time, Money and Work by Crafting Concepts Right the First Time","description":"Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop. Don't let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework. You will discover how to: ➢ Determine whether you need a product or a positioning concept ➢ Learn tips and tricks to accelerate your concept writing efforts ➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard ➢ Write Benefit statements that consumers understand and differentiate a product or service ➢ Craft Reasons to Believe that are consumer meaningful and relevant ➢ Prepare a concept to maximize quantitative testing potential\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Martha Guidry\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1936909146\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781936909148\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Live Oak Book Company\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/09\/2011\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 194\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.47lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.00h x 5.00w x 0.45d","brand":"Martha Guidry","offers":[{"title":"Paperback","offer_id":43995179712767,"sku":"9781936909148","price":19.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_3e4decc0-40af-4c7f-abfa-3e6243da34d8.jpg?v=1683334305","url":"https:\/\/www.whiterainbookhouse.com\/products\/marketing-concepts-that-win-martha-guidry-9781936909148","provider":"WR Book House","version":"1.0","type":"link"}