Selling dreams : how to make any product irresistible /
"Gian Luigi Longinotti-Buitoni, President and CEO of Ferrari North America, shows in this book how any company can create a dream product or service."--BOOK JACKET. "Searching for answers beyond the realm of business, Selling Dreams reveals the principles of "dreamketing," i...
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| Format: | Llibre |
| Idioma: | English |
| Publicat: |
New York :
Simon & Schuster,
c1999.
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| Matèries: |
Taula de continguts:
- 1. The Shaping of Dreams
- 2. The Business of Selling Dreams
- 3. Dreamketing: Reaching the Customers' Dreams
- 4. The Customer: A Dreamer in Search of Surprise
- 5. The Dream-Makers: The Creators
- 6. Redefining Excellence
- 7. Financing Creativity
- 8. Conclusions.