TRA CỨU
thông tin biểu ghi
ISBN 9781119308065 (hardback : alk. paper)
ISBN
DDC 658.827
Tác giả CN Park, C. Whan,
Nhan đề Brand admiration : building a business people love / C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss.
Thông tin xuất bản Hoboken, New Jersey :Wiley,2016
Mô tả vật lý xxii, 261 pages ;22 cm
Tóm tắt "Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"--
Tóm tắt "Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach"--
Thuật ngữ chủ đề Strategic planning.
Thuật ngữ chủ đề Decision making.
Thuật ngữ chủ đề Branding (Marketing)
Khoa Khoa Quản trị Kinh doanh
Tác giả(bs) CN Eisingerich, A. B.
Tác giả(bs) CN MacInnis, Deborah J.,
Địa chỉ 300Q12_Kho Đọc(3): 060871-3
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020 |a9781119308065 (hardback : alk. paper)
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040 |aNTT
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044|anju
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100 |aPark, C. Whan,|eauthor.
245|aBrand admiration :|bbuilding a business people love /|cC. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss.
260|aHoboken, New Jersey :|bWiley,|c2016
300 |axxii, 261 pages ;|c22 cm
504 |aIncludes bibliographical references and index.
520 |a"Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"--
520 |a"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach"--
541|aQuà tặng từ Quỹ Châu Á
650 |aStrategic planning.
650 |aDecision making.
650 |aBranding (Marketing)
690|aKhoa Quản trị Kinh doanh
700 |aEisingerich, A. B.|q(Andreas B.),|eauthor.
700 |aMacInnis, Deborah J.,|eauthor.
852|a300|bQ12_Kho Đọc|j(3): 060871-3
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1 060871 Q12_Kho Mượn_02 658.827 P2351 Sách mượn về nhà 1
2 060872 Q12_Kho Mượn_02 658.827 P2351 Sách mượn về nhà 2
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