《RUBIES IN THE ORCHARD》是2010年Random House US出版社出版的圖書，作者是Lynda Resnick（琳達·雷斯尼克） 。
基本介紹
- 書名：RUBIES IN THE ORCHARD
- 作者：Lynda Resnick（琳達·雷斯尼克）
- 出版社：Random House US出版社
- ISBN：9780385525794
內容簡介,作者簡介,
內容簡介
POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. LyndaResnick's marketing triumphs read like an encyclopedia of branding.She is the smartest and hardest-working marketing brain in thebusiness - the kind of marketer who can sell "ice sculptures toEskimos." But her brilliant ideas aren't simply the result ofrandom inspiration; they're the products of a systematic approachto marketing that any company -- large or small -- can adapt toachieve success. In RUBIES IN THE ORCHARD, she divulges her secretsfor creating some of the world's most memorable and iconic brands,and the bull's-eye strategies to sell them.
Resnick believes that every company can find "rubies" in itsorchard, elements of intrinsic value that consumers will desire.Here, she shows how every successful marketing campaign begins withuncovering these hidden gems, and communicating their valuehonestly and transparently to the consumer.
Through Resnick's behind-the-scenes narrative, we learn thesecrets of her extraordinary successes, including: POM Wonderful,the wildly popular 100% pomegranate juice that created an entirelynew product category out of a fickle and obscure fruit; and FIJIWater, a fledgling brand she transformed into the #1 premiumbottled water in America, with sales that have increased 300% since2004.
A born marketer, Resnick shares tales from a remarkable life,from opening her own ad agency at age 19 to the time she famouslyoverpaid for Jackie Kennedy's pearls at auction, then transformedher "mistake" into tens of millions in sales for the Franklin Mint.Here for the first time, Resnick reveals her systematic approach tobreaking through marketplace clutter and consumer cynicism, andcreating blockbuster brands with true staying power.
作者簡介
Lynda Resnick and her husband Stewart own POM Wonderful, Teleflora, FIJI Water and Paramount Farms. They are also the biggest producers of almonds, pistachios, clementines and pomegranates in the world. Resnick has been featured widely in the media, including USA TODAY, The Wall Street Journal, The New York Times, and The New Yorker. She and her husband live in Beverly Hills and Aspen.
