描述
开 本: 32开纸 张: 胶版纸包 装: 平装是否套装: 否国际标准书号ISBN: 9780385525794
POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda
Resnick’s marketing triumphs read like an encyclopedia of branding.
She is the smartest and hardest-working marketing brain in the
business – the kind of marketer who can sell “ice sculptures to
Eskimos.” But her brilliant ideas aren’t simply the result of
random inspiration; they’re the products of a systematic approach
to marketing that any company — large or small — can adapt to
achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets
for creating some of the world’s most memorable and iconic brands,
and the bull’s-eye strategies to sell them.
Resnick believes that every company can find “rubies” in its
orchard, elements of intrinsic value that consumers will desire.
Here, she shows how every successful marketing campaign begins with
uncovering these hidden gems, and communicating their value
honestly and transparently to the consumer.
Through Resnick’s behind-the-scenes narrative, we learn the
secrets of her extraordinary successes, including: POM Wonderful,
the wildly popular 100% pomegranate juice that created an entirely
new product category out of a fickle and obscure fruit; and FIJI
Water, a fledgling brand she transformed into the #1 premium
bottled water in America, with sales that have increased 300% since
2004.
A born marketer, Resnick shares tales from a remarkable life,
from opening her own ad agency at age 19 to the time she famously
overpaid for Jackie Kennedy’s pearls at auction, then transformed
her “mistake” into tens of millions in sales for the Franklin Mint.
Here for the first time, Resnick reveals her systematic approach to
breaking through marketplace clutter and consumer cynicism, and
creating blockbuster brands with true staying power.
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