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Roger Blackwell and Kristina Stephan, co-authors of "Customers Rule!" and "From Mind to Market", present a look at how marketers can increase brand awareness, customer loyalty, and profits by employing the strategies of the world's most successful bands, such as the Rolling Stones and Elton John. They show that the philosophy behind their success is rooted in the fact that the entertainment industry seeks to create fans, not customers - diehards whose loyalty remains even as the image of the product changes.

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Book Details

ISBN: 9780471455172
ISBN-10: 0471455172
Format: Hardback
(236mm x 160mm x 22mm)
Pages: 256
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 29-Sep-2003
Country of Publication: United States

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Author Biography - Roger D. Blackwell

ROGER BLACKWELL is a Professor of Marketing at the Fisher College of Business at The Ohio State University, as well as President of Blackwell Associates, a consulting firm that advises Fortune 500 companies on consumer trends, strategy, e-commerce, and global business. He has authored over twenty books, including Consumer Behavior, Ninth Edition, From the Edge of the World, From Mind to Market, and Customers Rule!. For more information, please visit www.rogerblackwell.com. TINA STEPHAN is President of BTR Consulting, a firm specializing in branding and marketing services, and an associate with Roger Blackwell Associates. She has collaborated on seven other books, including From Mind to Market and Customers Rule!. Please visit www.brandsthatrock.com for more information.