The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet 9781947856615

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Автор: Wilson Craig
Название: The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet
ISBN: 9781947856615
Издательство: Rare Bird Books, a Vireo Book
Классификация:

Торговля и маркетинг

ISBN-10: 1947856618
Обложка/Формат: Paperback
Страницы: 280
Вес: 0.27 кг.
Дата издания: 15.01.2019
Язык: English
Размер: 213 x 140 x 25
Поставляется из: США
Описание: Winner of the 800-CEO-READS Best Marketing Book of 2015

Why do some companies create such strong affection for their brands that their customers are compelled to become active brand champions? Is there a secret?

The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonias former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior.

Wilsons narrative is one of cultural empathy and thought disruption critical to the new global economy. It is a practical model that defines how companies, governments, and institutions relate to their end users. By illuminating the phenomenon of following, and how it can be methodically applied to a larger context, this book demonstrates how those relationships can be refashioned to optimize human interactive experience. It challenges us to use our economic powers for good to design the new Responsible Economy in an effort to save the planet. If companies realize consumers dont buy what you do, they buy why you do it, Wilson shows us how.

The Compass and the Nail: How the Patagonia Model of Loyalty Can Save Your Business, and Might Just Save the Planet, Wilson Craig