Selling Dreams: How to Make Any Product Irresistible

by Kip Longinotti-Buitoni and Gian Luigi Longinotti-Buitoni

Book Overview

This text explains the author's concept of dream marketing, where brand management is elevated to an art form, requiring artists, market sociologists, and executives to conjur up images that take hold... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0684850192
• ISBN13: 9780684850191
• Release Date: January 1999
• Publisher: Simon & Schuster
• Length: 335 Pages
• Weight: 1.40 lbs.
• Dimensions: 1.1" x 6.4" x 9.6"

Customer Reviews

Captivating!

By page 5, I was entranced by this book. In keeping with its theme, SELLING DREAMS looks at the role of luxury in our lives from the broadest possible perspective. It offers fascinating anecdotes from craftspeople who combine art and business in the realms of cars, movies, food and drink, watches, hotels and more. I was especially pleased to see the illuminating perspectives from great philosophers alongside shrewd business analysis and cultural insight. A very unusual and worthwhile book that I already plan to reread. - Marcia Yudkin, Ph.D., author of Six Steps to Free Publicity, Persuading on Paper and other books

Selling Dreams : How to Make Any Product Irresistible

The writer has some great ideas as well as using some great analagies. One example that stood out in my mind, is the subject of lobster, you can buy it in the store in a plain paper covering or you can buy it in a fine restaurant and have it dressed up to the very finest. You need to be able to show people how the product you are selling will fulfill a dream that they have and not just smiply a purchase.

Truly Amazing!!!!

I have always been fascinated by luxuries and the psychology behind their appeal. When I heard about Dr. Buitoni's book, it became a must read! Now, I have to say that this book is a must have! In quite eloquent language, Dr. Buitoni takes the reader through what makes a luxury item so desirable and then how to make it accessible! A concept which is very, very appealing. I thorouly enjoyed reading Dr. Buitoni's book from cover to cover. It is a beautifully written intimate look at what makes us make the luxury industry tick. Remeber when books were a luxury? Kym Elizondo

A indepth look into the success of the luxury industry.

Dr. Buitoni shares with the reader his knowledge and experience of luxury marketing. Selling Dreams is a indepth look at how to make any product more irresistible by making it a lifestyle identification purchase. This book is a true asset to everyone salesperson on the planet.

An incredibly sage and useful marketing book!!

Selling Dreams is a highly-engaging business book that truly scrutinizes the art of marketing. Dr. Buitoni's business background and position as CEO of Ferrari North America make him the perfect source for this information.