Marketing Concepts That Win! by Martha Guidry
Save Time, Money and Work by Crafting Concepts Right the First Time

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Synopsis

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
 

About Martha Guidry

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Martha Guidry, the principal at The Rite Concept, brings over 15 years of combined brand management, concept development, and research experience to each of her projects. After completing her MBA at Harvard, Martha spent six years in consumer marketing for Procter & Gamble and Hasbro Toys. She has developed concepts and launched new products into the marketplace for nationally recognized brands such as Noxzemaо and My Little Ponyо. Clients perceive Martha as an unusually dynamic, creative and resourceful consultant and practitioner with the business know-how to drive your business to winning results.
 
Published October 17, 2011 by Live Oak Book Company. 161 pages
Genres: Business & Economics. Non-fiction

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