Digital storytelling for brands, Tombleson, Bridget Wolf, Katharina
Автор: Kapferer Jean Noel Название: Luxury Strategy, 2 ed. ISBN: 0749464917 ISBN-13(EAN): 9780749464912 Издательство: Kogan Page Рейтинг: Цена: 10160.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical `anti-laws` of successful luxury brand management, with this ground-breaking book.
Автор: Kucharska, Wioleta Название: Technology Brands in the Digital Economy ISBN: 1032026863 ISBN-13(EAN): 9781032026862 Издательство: Taylor&Francis Рейтинг: Цена: 19906.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling;
Автор: Wilson Ozuem, Yllka Azemi Название: Digital Marketing Strategies for Fashion and Luxury Brands ISBN: 1522526978 ISBN-13(EAN): 9781522526971 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 30631.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: "This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are turning consumers to digital universe"--
Автор: Bridget Tombleson, Katharina Wolf Название: Digital Storytelling for Brands ISBN: 1529745039 ISBN-13(EAN): 9781529745030 Издательство: Sage Publications Рейтинг: Цена: 20275.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms. The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: ‘the more digital we become, the more we crave to feel human’ and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection.
Bridget Tombleson is an academic at Curtin University, Perth, Western Australia, with more than twenty years’ experience in public relations and the communication industry.
Katharina Wolf is an Associate Professor at Curtin University in Perth, Western Australia, and Lead of the Faculty of Business and Law’s public relations program.
Автор: Campbell Julia Название: Storytelling in the Digital Age: A Guide for Nonprofits ISBN: 1938077792 ISBN-13(EAN): 9781938077791 Издательство: Неизвестно Цена: 6888.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Storytelling is the most effective way to grow support and to keep donors engaged. It's all about crafting authentic, real, emotional stories about the work that you do every day.
Sharing gripping stories using social media is a powerful way to showcase the results of your work. Social media, combined with great websites, blogs, and email tactics, is being used successfully to raise awareness and substantially increase fundraising success.
But with all the digital tools available, how can you, as a busy nonprofit professional, choose where to place your focus? How do you identify, collect, and craft these wonderful stories that will compel people to take action? How can you mold these stories for each digital and social media platform? What are the steps you can take to develop a plan for your storytelling campaign?
That's where Storytelling in the Digital Age: A Guide for Nonprofits comes in. Julia Campbell guides you every step of the way in a conversational, fast-reading style designed for busy nonprofit practitioners such as you. It will:
Show you where to find and how to collect the best stories about your nonprofit's work and impact.
Describe the ways to tell an effective story, developing a narrative arc and hook, and how to focus on people versus programs in your stories.
Address the unique and very real challenges that nonprofits face when sharing stories about their work online, including confidentiality obstacles and reluctance on the behalf of staff and volunteers.
Give you tips on creating a culture of storytelling at your nonprofit, even if you have never told stories or used social media before.
Walk you through the steps required to identify, recruit, cultivate, and motivate your very own army of storytellers to spread the word about your cause.
Give you storytelling strategies that will turn your supporters from passive readers into passionate advocates.
Provide you with the nuts and bolts of creating a plan for a digital storytelling campaign.
Show you how to integrate storytelling into your nonprofit website.
Give you the basics of blogging for your nonprofit, as well as a brief description of the major blogging platforms.
Cover the best practices in nonprofit email marketing, how to build a powerful email list, and how to integrate email marketing efforts with your website and social media channels.
Explain the basic principles of using social media to tell your nonprofit story and how to best incorporate visuals in your social media storytelling.
Provide tips on using video to tell your stories, including leveraging the popularity and unique perspective of live streaming platforms.
Table of Contents
Part One: Making the Case for Storytelling
Chapter One: We Are All Storytellers
Chapter Two: Culture Shift: Creating an Army of Storytellers
Chapter Three: Creating a Storytelling Plan
Part Two: Building Your Storytelling Arsenal
Chapter Four: The Stories You Need to Tell
Chapter Five: Places to Find Great Stories Your Donors Will Love
Chapter Six: Stories That Turn People from Passive to Active
Chapter Seven: Addressing Common Challenges in Storytelling and Social Media
Part Three: Molding the Storytelling Gold: How to Promote Your Stories Using Your Website, Email, Blog, and Social Media
Chapter Eight: Your Nonprofit Website and Mobile Strategy
Chapter Nine: Storytelling Through Your Nonprofit Blog
Chapter Ten: Creating Great Nonprofit Emails that Inspire Action
Chapter Eleven: How to Use Social Media and Video for Storytelling
Chapter Twelve: Measuring Results and Building on Successes
Автор: Karam Singh Sethi, Singh Sethi Название: Digital storytelling: the rise of user-g ISBN: 1636769063 ISBN-13(EAN): 9781636769066 Издательство: Неизвестно Рейтинг: Цена: 2482.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Quesenberry, Keith A. Coolsen, Michael K., Ph.d. Название: Brand storytelling ISBN: 1538176386 ISBN-13(EAN): 9781538176382 Издательство: Rowman & Littlefield Publishers Рейтинг: Цена: 5280.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today`s digital first media landscape.
Описание: Social Media for Fashion Marketing enables students to explore how social network platforms continue to alter digital communication and have an impact on the marketing strategies employed by the fashion industry. It also crucially equips readers with the know-how to examine current industry trends in social media marketing, such as the impact of new technologies, digital influencers, analytics and SEO on the fashion cycle and on consumer behaviour. This book uniquely explores how social media marketing platforms are utilized and integrated by fashion industry professionals to better understand a brand's target audience, determine new digital strategies for growth and to create effective new media tools. Readers gain valuable insights through a range of digital marketing case studies and chapter exercises that focus on critical thinking and practical applications. The title also features an impressive wealth of interviews with key industry practitioners, including Daniel Plenge (Marc Jacobs), Aliza Licht (Donna Karan International), Alistair Allan (Burberry), Laura West (Nike) and Andrea Port (Kenneth Cole).
Автор: Quesenberry, Keith A. Coolsen, Michael K., Ph.D. Название: Brand Storytelling ISBN: 1538176378 ISBN-13(EAN): 9781538176375 Издательство: Rowman & Littlefield Publishers Рейтинг: Цена: 13376.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in an integrated advertising, PR, strategic marketing communications campaign that leverages the power of story within the reality of today`s digital first media landscape.
Part 1: The question of marketspace and marketplace
1. The key drivers of perceived omnichannel service quality
Elena Patten, Macromedia University of Applied Sciences, Germany
The complexity of the customer journey has increased tremendously in the context of e-commerce because customers use various touchpoints at different channels when interacting with a retailer. This book chapter aims to investigate the concept of integration in omnichannel retailing by considering the different elements of the retail mix. Furthermore, it will elaborate the key drivers of perceived omnichannel service quality.
2. Omnichannel and brand equity: a new balance of sustainable competitive advantage
Claudio Becagli, University of Florence, Italy
Fashion retailing has recently been characterised by considerable changes. Many of the changes are industry-specific but many others come from the external environment, such as economic and technological development. These forces oblige companies to manage their brand engagement in both physical and online channels with the aim of delivering a seamless shopping experience to their customers while at the same time pursuing satisfactory economic and competitive performances. The brand experience depends not on one or more channels but it results from a holistic approach in which the company must try to simultaneously combine and align all brand-customer touchpoints.
3. Opinion leaders, short videos and virtual community construction
Peng Chen, School of Economics and Management of Jiujiang University, China
Research on opinion leaders can be traced back to Lazarsfeld's work in 1944. Earlier research focused on the characteristics, identity and influence of opinion leaders. In the past 20 years, with the development of internet technology, the application of opinion leaders in marketing, public affairs, medical treatment, management, tourism, fashion and other fields has attracted the interest of a large number of scholars. Short videos, as a form of social media, have become a new growth point of network marketing in recent years. As modern internet opinion leaders, internet celebrities are active in various virtual communities and attract the attention of internet users. They have a significant influence on the marketing campaigns of the fashion industry. Based on the theories of consumer behaviour, this chapter will study the ways and methods of internet celebrities in the fashion industry to build virtual communities through short videos, and it will ask: How can fashion brands connect with consumers through the virtual community built by internet celebrities?
4. Characteristics and temperament of fashion bloggers
Deidre Bowen, Northumbria University, UK
This chapter will discuss the general characteristics of bloggers and how they differ from the characteristics of bloggers on fashion goods. Bloggers on technology will have specific knowledge or expertise on the products. What types of knowledge do fashion bloggers have or require? Is fashion blogging predominantly about emotional intelligence and hence linked to the temperament of the blogger?
Part 2: Online Brand Communities and Customer Relationship
5. Customer participation versus consumer loyalty in online brand communities
Wilson Ozuem, Michelle Willis, Silvia Rafangni
University of Cumbria (UK) and University of Florence (Italy)
Online brand communities (OBCs) have maintained the close link between
Автор: Tarantini, Angela Tiziana Название: Art of Digital Marketing for Fashion and Luxury Brands ISBN: 3030703266 ISBN-13(EAN): 9783030703264 Издательство: Springer Рейтинг: Цена: 22359.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book provides understanding of raw materials, manufacturing and biomedical applications of different polymeric and natural composites such as drug delivery, growth factor delivery, orthopedics, dentistry and wound dressing.
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
