An emotional link that compels us to buy: academic, yet philosophic book defines dream products, and how to sell them

摘要

Writers of marketing texts are different from you and me. Gian Luigi Longinotti-Buitoni, for example, is the chief executive officer at Ferrari North America comes from a wealthy Italian family, looks like Michael Douglas, speaks severallanguages, and has a beautiful and intelligent wife. Other than that, he's indistinguishable from the rest of us who appreciate life's finer material offerings. He differs from us because he sells one of these delights, Ferrari automobiles, for a living.In Selling Dreams, he tells us how this should be done.