Описание: Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.
Автор: Jon Miller Название: The Business of Brands ISBN: 0470862599 ISBN-13(EAN): 9780470862599 Издательство: Wiley Рейтинг: Цена: 3628 р. Наличие на складе: Поставка под заказ.
Описание: This is not a `how to` book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions.
Описание: Roger Blackwell and Kristina Stephan, co-authors of "Customers Rule!" and "From Mind to Market", present a look at how marketers can increase brand awareness, customer loyalty, and profits by employing the strategies of the world`s most successful bands, such as the Rolling Stones and Elton John.
Описание: "Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Описание: This book increases advertising effectiveness through lessons drawn from the bestselling brands of the world. Analyzing over 500 extremely effective campaigns, the authors extract the underlying strategies and psychological approaches which made them successful and combine them into a proven program for readers to apply to their own brands. The result is a practical toolkit featuring 60 precise techniques which systematically help to build winning brands, achieve growth and solve any brand problem. Provides the first ever complete analysis of successful brands to discover what has really driven their success. Enables readers to build for the first time on this global branding experience. Identifies the 'growth codes' consistently applied by successful brands, and isolates them to create a global standard tool that anyone can apply them to sell more product at minimum risk. Based on a six-year study of 1,045 extremely successful brands from all over the world. Includes international case examples from Nestl?, Siemens, Procter and Gamble and many more. Formerly at Procter & Gamble, the authors are among Europe's leading marketers. They run their own agency and have been selected as marketers for the world's first virtual agency.
Автор: Stephen Brown Название: Brands and Branding ISBN: 1473919525 ISBN-13(EAN): 9781473919525 Издательство: Sage Publications Рейтинг: Цена: 4698 р. Наличие на складе: Невозможна поставка.
Описание: Lecturers/Instructors - Request a free digital inspection copy here A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
Описание: What Big Thinkers Say About YouthNation "Matt Britton understands the youth market better than anyone on the planet. This book is a gift for anyone trying to understand an emerging generation, you will reference it for years." Adam Braun, New York Tim
Автор: Schroeder Jonathan Название: From Chinese Brand Culture to Global Brands ISBN: 1137276347 ISBN-13(EAN): 9781137276346 Издательство: Springer Рейтинг: Цена: 8909 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China`s greatest brands are poised for global dominance.