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008    191008|        |  |||||o|||||000 0|eng|d 
020    9789198436624 
041    eng 
072  7 JM|2bicssc 
072  7 K|2bicssc 
100 1  Fredriksson, Ingemar|4aut 
245 10 Make me not me - Product stories as sales driver and 
       identity builder|h[Elektronisk resurs] 
264  1 |bProcentförlaget 
500    |5MoE|aOnline epub (9.35 MB) 
500    |5MoE|aOnline pdf med Adobe-kryptering (20.4 MB) 
500    |5MoE|aOffline epub med Adobe-kryptering (9.35 MB) 
520    Do we really need more consumer ‘stuff’? While most 
       everyone will answer ‘No,’ we still see thousands of new 
       products and services launched every day. These compete 
       for our attention with already inundated markets filled 
       with existing products – in the midst of the most intense 
       information flows in history. Traditional adverts are not 
       a cost-effective solution and like much more. So how can 
       you successfully catch consumers’ interest? This book 
       provides the answer. It’s all about adapting to the 
       demands of entertainment – which means product stories 
       that are simultaneously sales driving and identity 
       building. The book presents volumes of examples – 
       including how one of the most wide-spread breakfast 
       cereals was originally developed as a way to counteract 
       masturbation. It also fully explains concepts like 
       Business mindfulness, the ‘Happy Valley phenomenon,’ and 
       ‘Copperfield rhetoric.’ Moreover, you read about how a 
       single word is used to encour- age consumers to buy eggs 
       from chickens that are less healthy and how consumers were
       led to pay 12 times more for their bowl of oatmeal 
       porridge. Before concluding, the book provides a simple 
       model for how to build quality product stories using four 
       cornerstones, five elements that sell stories, and the 
       ‘ICE’ you need.   [Elib] 
653    E-bok 
653    eLib 
655  4 E-böcker 
655  4 Ekonomi & marknadsföring 
655  4 Engelskspråkiga 
655  4 Psykologi 
700 1  Goltermann, Deane|4trl 
700 1  Myr Martin, Annika|eunspecifiedContributor|4oth 
852    |5MoE|bMoE|cE-Bok|hDo/DR|xorigin:Elib|zOnline epub (9.35 
       MB)|zOnline pdf med Adobe-kryptering (20.4 MB)|zOffline 
       epub med Adobe-kryptering (9.35 MB) 
856 4  |uhttps://malmo.elib.se/Books/Details/1094246|zLåna som E-
       bok