Customer Review

2 of 2 people found the following review helpful
5.0 out of 5 stars Remarkable little book, 5 July 2004
This review is from: Brand Gap (Paperback)
This is a terrific book on a subject that has written about extensively but not clearly---until now. Most of the examples come from American companies, but the book isn't so much a collection of case studies as a system of principles, and the principles would apply equally to businesses in any country. The big idea of this book is that business strategy and customer delight rarely overlap. When they do, you can be the lucky owner of a "charismatic brand", reaping huge benefits in higher profit margins and a sustainable stream of customers. Buy this book as an antidote to all those cement-block textbooks on marketing you were forced to buy at university. This one is a total delight!
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4.5 out of 5 stars (4 customer reviews)
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