Описание: "The inside story of how Coca-Cola became the best-known brand in the world"--Cover.
Автор: Alejandro-Marcel Sch?nhoff Название: Does Multi-stage Marketing Pay? ISBN: 3658055588 ISBN-13(EAN): 9783658055585 Издательство: Springer Рейтинг: Цена: 10760.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers` satisfaction and loyalty.
Название: Integrated marketing communication ISBN: 149854004X ISBN-13(EAN): 9781498540049 Издательство: Bloomsbury Рейтинг: Цена: 6237.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Описание: In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful e-commerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.
Автор: Beverland, Michael B. Название: Brand management ISBN: 1473951984 ISBN-13(EAN): 9781473951983 Издательство: Sage Publications Рейтинг: Цена: 7285.00 р. Наличие на складе: Поставка под заказ.
Описание: This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Автор: Beverland, Michael Название: Brand management ISBN: 1529720125 ISBN-13(EAN): 9781529720129 Издательство: Sage Publications Рейтинг: Цена: 8235.00 р. Наличие на складе: Поставка под заказ.
Описание: Presenting the basics of brand management, the second edition provides both a theoretical and practical guide, placing emphasis on the theory that the consumer is a co-creator in a brand`s identity.
A well-crafted brand gives you the right kind of visibility and builds your reputation. However, most professionals and small business owners leave their brand to chance--or think their logo is their brand. Being great at what you do isn't enough, explains Peg Marckworth. Your clients need to recognize your unique capabilities and understand why you are the right choice for them. Competition is Irrelevant offers a step-by-step process to identify your unique offering, define your best clients, and determine effective communication strategies. Competition is Irrelevant is a definitive resource for maximizing potential and profits for your business or career.
Автор: Michael Beverland Название: Brand Management: Co-creating Meaningful Brands ISBN: 1529720133 ISBN-13(EAN): 9781529720136 Издательство: Sage Publications Рейтинг: Цена: 22651.00 р. Наличие на складе: Поставка под заказ.
Описание: Presenting the basics of brand management, the second edition provides both a theoretical and practical guide, placing emphasis on the theory that the consumer is a co-creator in a brand`s identity.
Автор: Doucett, Elisabeth. Название: Creating your library brand : ISBN: 0838909620 ISBN-13(EAN): 9780838909621 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 6270.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Branding is one part of the marketing process that focuses on developing a laser-clear message and the means to communicate that message to the intended audience. But, as a library, where does branding fit? With branding scaled and tailored to the public library arena, this guide clarifies marketing and branding and explains where to start.
Описание: You don't have a brand—whether it's for a company or a product—until you have a name.The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:What makes a good (and bad) nameThe step-by-step process professional namers useHow to generate hundreds of name ideasThe secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
Автор: Handley Ann, Habeshian Vahe Название: Everybody Writes ISBN: 1118905555 ISBN-13(EAN): 9781118905555 Издательство: Wiley Рейтинг: Цена: 3326.00 р. Наличие на складе: Поставка под заказ.
Описание: Finally a go-to guide to creating and publishing the kind of content that will make your business thrive. Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.
Описание: Gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. In this title you can learn how to: use psychological tactics that compel Web surfers to buy; create effective, highly-targeted Facebook ads; test copy to maximize response; and,write online marketing video scripts that sell.
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