Brand Management in a Co-Creation Perspective, Hansen, Heidi
Автор: Maria Rellie B. Kalacas Название: Hospitality and Tourism Marketing: A global perspective ISBN: 1774072637 ISBN-13(EAN): 9781774072639 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 9508.00 р. 13583.00-30% Наличие на складе: Есть (1 шт.) Описание: Explains the process of marketing in the hospitality and tourism industry. The book discusses the marketing environment of the tourism and hospitality sector and the role of social media marketing in the field. Also discussed is the role of consumer behaviour, organisational strategy, and the impact of marketing.
Название: Evaluation in Advertising Reception ISBN: 1349468363 ISBN-13(EAN): 9781349468362 Издательство: Springer Рейтинг: Цена: 4890.00 р. 6986.00-30% Наличие на складе: Есть (2 шт.) Описание: Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
Автор: Mateusz Grzesiak Название: Personal Brand Creation in the Digital Age ISBN: 3319696963 ISBN-13(EAN): 9783319696966 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding.
Автор: Prof. Dietmar Harhoff, Ph.D.; Philipp Wiegandt Название: Value Creation of Firm-Established Brand Communities ISBN: 3834921238 ISBN-13(EAN): 9783834921239 Издательство: Springer Рейтинг: Цена: 10760.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Preface Throughout the last years the brand community phenomenon gained increasing importance for companies and consumer alike. It offers companies the chance to increase the brand loyalty of their customers and to open up their innovation processes by integrating selected customers. Yet it also poses major questions to managers. Should we create our own brand community? How can we manage the permanent interaction with our customers once we started the brand community? Brand loyalty is strongly driven by brand community integration. In contrast to most of the literature which focuses on the static brand loyalty effects of firm-established brand community at a given time, Philipp Wiegandt examines in his analysis the dynamic brand loyalty effects over time. By doing so he analyses whether the so far observed brand loyalty effects are merely based on selection or if causality exists between firm-established brand community membership and brand loyalty. In his dissertation, Wiegandt undertakes a study of the value creation potential of brand communities for companies. Wiegandt contributed to the conception and realisation of a fi- established brand community in the automobile industry, whose creation he examined empirically. With a quasi-experimental design the creation of this firm-established brand community was examined concerning the brand loyalty effects it has on its members over time.
Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands
"The Uber of this"
"The Salesforce of that"
"It's like Instagram, but for..."
There is no such thing as an original idea anymore - right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.
Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top.
Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the "customer success" category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn't yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share--especially if someone will lead them.
- Identify the "go" and "no go" signals for category creation in your business
- Activate customers and influencers as brand ambassadors
- Grow a community by investing in live events and experiences
- Prove the impact of category creation investments on growth, customer success, and company culture
Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.
Описание: Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.
Описание: Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement.
Название: Brand Co-Creation Tourism Research ISBN: 1774912511 ISBN-13(EAN): 9781774912515 Издательство: Taylor&Francis Рейтинг: Цена: 18987.00 р. Наличие на складе: Нет в наличии.
Автор: Daniel J. Flint; Susan L. Golicic; Paola Signori Название: Contemporary Wine Marketing and Supply Chain Management ISBN: 1137492422 ISBN-13(EAN): 9781137492425 Издательство: Springer Рейтинг: Цена: 18167.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Drawing on over 200 interviews and visits with winery owners, executives and managers from over 100 companies in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors and retailers.
Автор: Anna Moretti Название: The Network Organization ISBN: 331952092X ISBN-13(EAN): 9783319520926 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Composed of two parts, theoretical and empirical, The Network Organization clarifies the literature on networks, offering a systematic review, and provides a new perspective on their integration with other streams of research focusing on under-studied issues such as agency, micro-dynamics, and network effectiveness.
Автор: Bullo Название: Evaluation in Advertising Reception ISBN: 1137350423 ISBN-13(EAN): 9781137350428 Издательство: Springer Рейтинг: Цена: 12577.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.
Автор: Manuel Trenz Название: Multichannel Commerce ISBN: 3319161148 ISBN-13(EAN): 9783319161143 Издательство: Springer Рейтинг: Цена: 11179.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book takes an in-depth look at consumer behavior in the context of multichannel commerce and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment.
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