{"product_id":"marketing-concepts-that-win-save-time-money-and-work-by-crafting-concepts-right-the-first-time-9781936909148","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. You will discover how to: ➢ Determine whether you need a product or a positioning concept ➢ Learn tips and tricks to accelerate your concept writing efforts ➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard ➢ Write Benefit statements that consumers understand and differentiate a product or service ➢ Craft Reasons to Believe that are consumer meaningful and relevant ➢ Prepare a concept to maximize quantitative testing potential\u003cbr\u003e","brand":"Live Oak Book Company","offers":[{"title":"Default Title","offer_id":50874064503058,"sku":"9781936909148","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_9571a8c5-960e-4acf-a93d-dbb83924ee2a.jpg?v=1737981882","url":"https:\/\/surprise-castle.myshopify.com\/products\/marketing-concepts-that-win-save-time-money-and-work-by-crafting-concepts-right-the-first-time-9781936909148","provider":"Surprise Castle","version":"1.0","type":"link"}