商品簡介
The Wall Street Journal and BusinessWeek bestsellerA-fully revised and updated
The old clichAc is that smart companies underpromise and overdeliver. But in todayA's crowded market, underpromising is a ticket to oblivion.
Companies like American Girl, Best Buy, and Apple came out of nowhere to dominate their markets. How did they scoop their bigger and wealthier competition? It wasnA't through a fat marketing budget. It was because they made, and kept, dangerously ambitious promises. In fact, they overpromised to lure customers inA-and then overdelivered to keep them.
Rick Barrera shows how to make sure that every point of contact between your company and its customers is well executed and fulfills an over-the-top brand promise, to drive word of mouth and rapid growth.
作者簡介
Rick Barrera is the president of Rick Barrera and Associates, a consulting company that designs and executes differentiating marketing strategies. An in-demand professional speaker, he is also the coauthor of Collaborative Selling and Non-Manipulative Selling.
