wprowadź własne kryteria wyszukiwania książek: (jak szukać?) książki polskie książki zagraniczne polskie i zagraniczne tytuł autor wydawca opis wszędzie Twój koszyk:   0 zł   zamówienie wysyłkowe >>>

Brand Babble: Sense and Nonsense about Branding is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as "branding wisdom." They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on "media-by-the-ton" spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

Benefits:

Brand Babble: Sense and Nonsense about Branding examines 19 uses and misuses of brand and brand terminology.

This book is based on a five-year review of the literature referencing 150 articles.

It includes analysis or references for more than 150 brands.

Table of Contents:

1. What is a Brand?
2. Who Owns the Brand?
3. Separating Hula Hoops from Viable Brands.
4. Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques.
5. Mental Models, S-Curves, and Multi-tasking.
6. Reification, Abstractionism, Tribal Dances and Other Mumbo-Jumbo about Brands and Branding.
7. Avoiding the Mental Model Minefields.
8. Magic Words, Mystic Signs, an Other Incomprehensible Incantations.
9. Going Global.
10. Birth Pains and Stretch Marks.
11. Media Planning and Buying- An Arcane Science?
12. Why Branding Doesn't Take a Ton of Media Spending.
13. Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure.
14. Searching for Brand Equity in All the Right Places.
15. Future Babble.
Index.

152 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

English version nowości: polskie nowości: angielskie Książki: • wydawnictwa polskie podział tematyczny   • wydawnictwa anglojęzyczne podział tematyczny   Newsletter: • Zamów informacje o nowościach z wybranego tematu   Informacje: • sposoby płatności i dostawy • kontakt • Cookies na stronie     Szukasz książki? Pomożemy Ci! Zadzwoń 512 994 090   Napisz poczta@ksiazki24h.pl

BRAND BABBLE SCHULTZ D. wydawnictwo: THOMSON , rok wydania 2004, wydanie I cena netto: 115.00 Twoja cena  109,25 zł + 5% vat - dodaj do koszyka