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Citizen Brands
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Book Synopsis Citizen Brands by : Michael Willmott
Download or read book Citizen Brands written by Michael Willmott and published by John Wiley & Sons. This book was released on 2010-07-13 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Download or read book Citizen Brand written by Marc Gobe and published by Simon and Schuster. This book was released on 2006-09-02 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.
Book Synopsis Citizen Brands by : Michael Willmott
Download or read book Citizen Brands written by Michael Willmott and published by John Wiley & Sons. This book was released on 2001-06-08 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Book Synopsis Brand Management by : Michael Beverland
Download or read book Brand Management written by Michael Beverland and published by SAGE. This book was released on 2018-01-27 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Marketing at the Confluence between Entertainment and Analytics by : Patricia Rossi
Download or read book Marketing at the Confluence between Entertainment and Analytics written by Patricia Rossi and published by Springer. This book was released on 2017-04-29 with total page 1595 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis The Science and Art of Branding by : Giep Franzen
Download or read book The Science and Art of Branding written by Giep Franzen and published by Routledge. This book was released on 2015-02-12 with total page 843 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Book Synopsis The Routledge Companion to Contemporary Brand Management by : Francesca Dall'Olmo Riley
Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 818 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Book Synopsis Branded Customer Service by : Janelle Barlow
Download or read book Branded Customer Service written by Janelle Barlow and published by Berrett-Koehler Publishers. This book was released on 2006-09-14 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author of the bestselling "A Complaint Is a Gift" explores building band equity through enhanced and focused customer service.
Download or read book Tomorrow's Tourist written by Ian Yeoman and published by Routledge. This book was released on 2009-06-04 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: * Based on first hand cutting edge futures research * Forecasts for World Tourism to 2030 * Suggests what the tourist will be doing on holiday in 2030 * Discuss issues such as climate change, alternative tourist destinations and consumer trends * Shows you how to apply trends in your business * Information provided by the Future Foundation, one of Europe’s leading consumer think tanks (www.futurefoundation.net)
Book Synopsis Disenchanting Citizenship by : Luis F. B. Plascencia
Download or read book Disenchanting Citizenship written by Luis F. B. Plascencia and published by Rutgers University Press. This book was released on 2012-07-04 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Central to contemporary debates in the United States on migration and migrant policy is the idea of citizenship, and—as apparent in the continued debate over Arizona’s immigration law SB 1070—this issue remains a focal point of contention, with a key concern being whether there should be a path to citizenship for “undocumented” migrants. In Disenchanting Citizenship, Luis F. B. Plascencia examines two interrelated issues: U.S. citizenship and the Mexican migrants’ position in the United States. The book explores the meaning of U.S. citizenship through the experience of a unique group of Mexican migrants who were granted Temporary Status under the “legalization” provisions of the 1986 IRCA, attained Lawful Permanent Residency, and later became U.S. citizens. Plascencia integrates an extensive and multifaceted collection of interviews, ethnographic fieldwork, ethno-historical research, and public policy analysis in examining efforts that promote the acquisition of citizenship, the teaching of citizenship classes, and naturalization ceremonies. Ultimately, he unearths citizenship’s root as a Janus-faced construct that encompasses a simultaneous process of inclusion and exclusion. This notion of citizenship is mapped on to the migrant experience, arguing that the acquisition of citizenship can lead to disenchantment with the very status desired. In the end, Plascencia expands our understanding of the dynamics of U.S. citizenship as a form of membership and belonging.
Book Synopsis Encyclopedia of Consumer Brands: Personal products by : Janice Jorgensen
Download or read book Encyclopedia of Consumer Brands: Personal products written by Janice Jorgensen and published by Encyclopedia of Consumer Brand. This book was released on 1994 with total page 658 pages. Available in PDF, EPUB and Kindle. Book excerpt: Highlights products that have been leaders in their respective brand categories and which have had an impact on American business or popular culture.
Book Synopsis Heritage Marketing by : Shashi Misiura
Download or read book Heritage Marketing written by Shashi Misiura and published by Routledge. This book was released on 2006 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, environmental factors, markets segmentation and target marketing in the heritage industry, and company heritage marketing.
Book Synopsis Financial Services Marketing by : Christine Ennew
Download or read book Financial Services Marketing written by Christine Ennew and published by Routledge. This book was released on 2017-11-07 with total page 694 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC. This fully updated and revised edition features: An expanded section on regulation which has international reach and addresses the post-Brexit world Greatly expanded coverage of digital marketing at both the strategic and tactical levels New material on how to improve a company’s trustworthiness and safeguard a culture that is customer-focussed New examples, vignettes and case studies that showcase best practice from around the world B2B and B2C marketing Upgraded PowerPoint support on the companion website Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications.
Book Synopsis Industrial Development, Technology Transfer, and Global Competition by : Pierre-Yves Donze
Download or read book Industrial Development, Technology Transfer, and Global Competition written by Pierre-Yves Donze and published by Routledge. This book was released on 2016-10-14 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: The phenomena of Japan emerging as one of the most competitive industrial nations in the twentieth century and the general shift of competitiveness to East Asia since the 1980s have been widely studied by many scholars from different fields of the social sciences. Drawing on sources from Japanese, Swiss, and American archives, the historical analysis of this book tackles a wide range of actors and sheds light on the various processes that enabled Japanese watch companies to transfer technology and expand commercially starting in the second half of the nineteenth century. By exploring the case of the watch industry, this book serves to establish a better understanding of the origins of the competitiveness of Japanese manufacturing and its evolution until its decline in the post‐bubble economy (in the 1990s and 2000s).
Book Synopsis Hospitality Experience by : Frans Melissen
Download or read book Hospitality Experience written by Frans Melissen and published by Routledge. This book was released on 2019-11-12 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality Experience offers students an exciting introduction to key aspects of hospitality management. The authors provide a refreshing focus on how hospitality experiences can be created and managed successfully. With a comprehensive overview of the hospitality industry, the textbook familiarizes students with the basics of hospitality management and offers analysis as well as cases and practical examples. Designed primarily for entry-level students at all levels, the book will also be of interest to professionals working in the business.
Book Synopsis International Directory of Consumer Brands and Their Owners by :
Download or read book International Directory of Consumer Brands and Their Owners written by and published by . This book was released on 1996 with total page 580 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Trends, Challenges & Innovations in Management - Volume III by : Dr Ramesh Kumar Miryala
Download or read book Trends, Challenges & Innovations in Management - Volume III written by Dr Ramesh Kumar Miryala and published by Zenon Academic Publishing. This book was released on 2015-03-15 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization has proliferated business with numerous challenges and opportunities, and simultaneously at other end the growth in economy, population, income and standard of living has redefined the scope of business and thus the business houses approaches. A highly competitive environment, knowledgeable consumers and quicker pace of technology are keeping business enterprises to be on their toes. Today management and its concepts have become key for survival of any business entity. The unique cultural characteristics, tradition and dynamics of consumer, demand an innovative management strategy to achieve success. Effective Management has become an increasingly vital ingredient for business success and it profoundly affects our day-to-day life. Today, the role of a business houses has changed from merely selling products and services to transforming lives and nurturing lifestyles. The Indian business is changing and so do the management strategies. These changing scenarios in the context of globalization will bestow ample issues, prospects and challenges which need to be explored. The practitioners, academicians and researchers need to meticulously review these aspects and acquaint them with knowledge to sustain in such scenarios. Thus, these changing scenarios emphasize the need of a broad-based research in the field of management also reflecting in management education. This book is an attempt in that direction. I sincerely hope that this book will provide insights into the subject to faculty members, researchers and students from the management institutes, consultants, practicing managers from industry and government officers.
