{"product_id":"9781936909155","title":"Marketing Concepts That Win!: Save Time, Money and Work by Crafting Concepts Right the First Time","description":"Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face.    The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop.  Don't let it happen to you.  Writing great concepts early on in your development cycle can save time, money and rework.\u003cbr\u003e\u003cbr\u003eYou will discover how to:\u003cbr\u003e- Determine whether you need a product or a positioning concept\u003cbr\u003e- Learn tips and tricks to accelerate your concept writing efforts\u003cbr\u003e- Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard\u003cbr\u003e- Write Benefit statements that consumers understand and differentiate a product or service\u003cbr\u003e- Craft Reasons to Believe that are consumer meaningful and relevant \u003cbr\u003e- Prepare a concept to maximize quantitative testing potential","brand":"Live Oak Book Company","offers":[{"title":"Default Title","offer_id":47151631302896,"sku":"9781936909155","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781936909155_p0.jpg?v=1763660792","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781936909155","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}