Trade Ed. HighBridge Audio 2000
CS ISBN $18.95 Two cassettes
Goods and services don’t have value in themselves; it’s how they are experienced by consumers that really counts today. In this program the authors articulate every possible way these performances can be scripted, casted, staged, and experienced. It’s an academic, theoretical work, but savvy and clear enough to make sense to most marketing students and sales managers regardless of their sophistication. Psychological studies and stories about well-known companies like Disney are placed throughout the text, along with interesting explanations of why certain products and services are popular. The reading is quick and brings enough emotion into the program to liven up the serious text without clashing with it. T.W. © AudioFile 2001, Portland, Maine [Published: AUG/ SEP 01]
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