This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

About the Author
Torsten H. Nilson is a leading international authority on successful branding and brand development, with particular emphasis on differentiation strategies.

Torsten is a director and co-founder of The Quant. Marketing Company.

Quant. Marketing advises major national and international organizations on how to best use customer intelligence to shape and drive strong brands for better business results data-driven brand marketing.

Torstens background includes ten years as an independent international brand strategy consultant with leading blue chip organizations and prior to that ten years of senior marketing management with the Nestle company.

Torsten is also a regular lecturer at conferences and seminars around the world.

The Quant. Marketing approach to successful marketing has been the inspiration for Customize the Brand. The book builds on Torstens highly regarded Competitive Branding: Winning in the Market Place with Value-Added Brands (published by John Wiley & Sons, ISBN 0-471-98457-4).

Reviews
"...our new guru...Nilson's book ranges over a good deal of ground..." (Market Leader, Winter 2002)



Book Information
ISBN 9780470848227
Author Torsten H. Nilson
Format Hardback
Page Count 192
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 454g
Dimensions(mm) 239mm * 159mm * 21mm