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Concepting: Creating Successful Brands in a Communications-oriented Era Paperback – June 1, 2001

4.4 out of 5 stars 9 customer reviews

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Editorial Reviews

About the Author

Jan Rijkenberg has been working in the worlds of marketing and advertising since 1979. He is co-founder of BSUR Concepting in Amsterdam, an agency that advises international companies and provides consultative services for the development and communication of new concept brands. Jan also teaches concepting and communication strategies for postgraduate courses at Groningen University, Tias Business School of Tilburg University, Delft University of Technology and at SRM (Netherlands Foundation for Advertising and Marketing Education). He has also been published widely on trends in concept innovation, marketing and communication.
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Product Details

  • Paperback: 128 pages
  • Publisher: NTC Publications (June 1, 2001)
  • ISBN-10: 1841160903
  • ISBN-13: 978-1841160900
  • Product Dimensions: 8.4 x 5.4 x 0.4 inches
  • Shipping Weight: 7.8 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,438,886 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
Marketing executives will marvel at the simplicity of concepting and the logical path it takes. Jan Rijenkberg has not only developed a streamlined approach to brand development but has clearly articulated a method for developing new brands worthy of entry into any market type. - This is a must read for any communications oriented executive.
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Format: Paperback
Two approaches can be defined to reach your markets beyond the traditional marketing concepts. Number one is to learn to know your customer better than he/she knows him/herself and to build measurable relationships using databases. Number two is to build concepts stronger than traditional brands. This book offers a straight and simple formula to the second approach. Based on essential understanding of human values, it offers an entrance to the human brain and its preferences. "Concepting" reminds me of Ries and Trout's classical work "Positioning". A great compliment.
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Format: Paperback
Rijkenberg's theory of 'Concepting' is a cutting-edge approach, which reveals a deep understanding of today's cynical consumer who can no longer be defined by traditional marketing methods. It is indeed a comprehensive and inspiring piece and should be considered as an important tool for marketers of the 21st century.
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Format: Paperback
Rijkenberg's theory of 'Concepting' is a cutting-edge approach, which reveals a deep understanding of today's cynical consumer who can no longer be defined by traditional marketing methods. It is indeed a comprehensive and inspiring piece and should be considered as an important tool for marketers of the 21st century.
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Format: Paperback
A nice "reader-friendly" book : clear, concise and to the point. Unlike many books in its category, it's not overcrowded with marketing jargon or unnecessary fluff. Concepting takes a brief look at the evolution of marketing and offers readers a fresh approach to branding and brand communication. Based on a few examples (some of the most innovative companies of the past decade), this book points towards the present and future of successful marketing. What makes this book interesting and insightful is that it's a clear break from traditional thinking. Inspiring and enjoyable!
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