000			01156cam a2200157 a 4500
020			_a0071470425 (hb)
082	0	0	_a658.827 _bSTI
100	1		_aStiff, Dan
245	1	0	_aSell the brand first _bhow to sell your brand and create lasting customer loyalty
260			_aNew York _bMcGraw-Hill _c2006
300			_axx, 262 p. _b: ill. _c; 24 cm.
505	0		_aIt's all about the brand -- The importance of brands -- Speaking brand language -- The core components of brand selling -- The buyer stair-step -- The brand staircase -- Challenges and opportunities -- Understanding the buyer and seller -- Mindsets -- Motives -- Migration -- Selling brands in the business-to-consumer setting -- The lifestyle connection -- Migrating the consumer to brand -- Selling brands in the business-to-business setting -- Differences in selling to the trade -- Migrating the trade buyer toward the brand -- Impact on company culture -- Building the branded culture.
650		0	_aBranding (Marketing)
650		0	_aCustomer relations _aCustomer loyalty _aBrand name products _vBrand language _vBrand staircase _vSelling brands _vBrand culture _vConsumer satisfaction _vFMS
942			_cBK
999			_c4158 _d4158