{"product_id":"marketing-concepts-that-win","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","brand":"None","offers":[{"title":"Couverture souple","offer_id":46579776684242,"sku":"9781936909148","price":25.95,"currency_code":"CAD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0655\/8980\/5233\/files\/1_5bdcc12d-cf68-49e8-b763-caeb8ffa3f48.jpg?v=1762378441","url":"https:\/\/www.indigo.ca\/fr\/products\/marketing-concepts-that-win","provider":"Indigo","version":"1.0","type":"link"}