Could Co Branding Be A Double Edged Sword For Brand Partners

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The Art of Successful Brand Collaborations

Author : Géraldine Michel
Publisher : Routledge
ISBN 13 : 1351014455
Total Pages : 270 pages
Book Rating : 4.3/5 (51 download)

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Book Synopsis The Art of Successful Brand Collaborations by : Géraldine Michel

Download or read book The Art of Successful Brand Collaborations written by Géraldine Michel and published by Routledge. This book was released on 2020-03-04 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

Building Brands in Asia

Author : Tim Andrews
Publisher : Routledge
ISBN 13 : 1351756834
Total Pages : 271 pages
Book Rating : 4.3/5 (517 download)

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Book Synopsis Building Brands in Asia by : Tim Andrews

Download or read book Building Brands in Asia written by Tim Andrews and published by Routledge. This book was released on 2017-05-18 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty. Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now. Through a variety of sector and country contexts – from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and clearly the value, meaning, auditing, aligning, extending and architecture of brands from the likes of Haier, Ah Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai Airways in markets as diverse as Japan, Laos, Korea and Singapore. Replete with anecdotes, interviews and case studies, Andrews and Chew provide an insightful, detailed and timely examination for all those interested in today’s primary corporate preoccupation set in the world’s most exciting marketplace.

Completing the Deal

Author : Matt Andersen
Publisher : Greenleaf Book Group
ISBN 13 : 1632996928
Total Pages : 120 pages
Book Rating : 4.6/5 (329 download)

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Book Synopsis Completing the Deal by : Matt Andersen

Download or read book Completing the Deal written by Matt Andersen and published by Greenleaf Book Group. This book was released on 2024-01-09 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: A must-read for all middle market company leaders In Completing the Deal, investment banker, founder, and author Matt Andersen brings us a must-read for all middle market company leaders. The wisdom found in this book comes from decades of experience, accomplishments, and the lessons Matt has learned along the way, and it is built on foundational principles of capital raising and M&A transactions. In this valuable book, Mr. Andersen shares the wealth of knowledge he’s gleaned from operating with middle market businesses and their unique challenges and opportunities in the capital markets.

The Future of Luxury Customer Experience

Author : Gabriella Lojacono
Publisher : Kogan Page Publishers
ISBN 13 : 1398615463
Total Pages : 345 pages
Book Rating : 4.3/5 (986 download)

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Book Synopsis The Future of Luxury Customer Experience by : Gabriella Lojacono

Download or read book The Future of Luxury Customer Experience written by Gabriella Lojacono and published by Kogan Page Publishers. This book was released on 2024-08-03 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is a luxury customer experience and how can luxury brands best use emerging technologies in order to create truly unique, high-end experiences for their customers? These are the questions that The Future of Luxury Customer Experience has been designed to answer, as it explores how luxury brands can best utilize human touch and new technologies to deliver experiences that surprise and delight customers in a truly omnichannel environment. Using case studies from world-leading luxury retailers such as Ferrar, Cartier, Audemars Piguet, Mandarin Oriental, Valentino, Bottega Veneta and many others, this book explains what makes a luxury customer experience different. Learn how luxury brands need to evolve in order to adapt to the changing landscape, using data and the latest technology to provide exceptional customer experiences whilst protecting their customer's privacy. Written by experts from the world-leading SDA Bocconi School of Management, this book provides a thorough understanding of how to create and deliver luxury customer experiences that will build long-lasting customer loyalty, as well as how these experiences can build and support brand awareness. Covering topics such as arts and culture, authenticity, inclusivity and social responsibility, the use of AI and virtual experiences, as well as how to set KPIs to evaluate success, this book provides practical advice on how to create a luxury customer experience that will deliver exceptional results.

Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry

Author : Chkoniya, Valentina
Publisher : IGI Global
ISBN 13 : 1799869865
Total Pages : 653 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry by : Chkoniya, Valentina

Download or read book Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry written by Chkoniya, Valentina and published by IGI Global. This book was released on 2021-06-25 with total page 653 pages. Available in PDF, EPUB and Kindle. Book excerpt: The contemporary world lives on the data produced at an unprecedented speed through social networks and the internet of things (IoT). Data has been called the new global currency, and its rise is transforming entire industries, providing a wealth of opportunities. Applied data science research is necessary to derive useful information from big data for the effective and efficient utilization to solve real-world problems. A broad analytical set allied with strong business logic is fundamental in today’s corporations. Organizations work to obtain competitive advantage by analyzing the data produced within and outside their organizational limits to support their decision-making processes. This book aims to provide an overview of the concepts, tools, and techniques behind the fields of data science and artificial intelligence (AI) applied to business and industries. The Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry discusses all stages of data science to AI and their application to real problems across industries—from science and engineering to academia and commerce. This book brings together practice and science to build successful data solutions, showing how to uncover hidden patterns and leverage them to improve all aspects of business performance by making sense of data from both web and offline environments. Covering topics including applied AI, consumer behavior analytics, and machine learning, this text is essential for data scientists, IT specialists, managers, executives, software and computer engineers, researchers, practitioners, academicians, and students.

The Business of Media Distribution

Author : Jeff Ulin
Publisher : CRC Press
ISBN 13 : 1136070699
Total Pages : 396 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis The Business of Media Distribution by : Jeff Ulin

Download or read book The Business of Media Distribution written by Jeff Ulin and published by CRC Press. This book was released on 2013-10-15 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 2013. Routledge is an imprint of Taylor & Francis, an informa company.

Fraud Exposed

Author : Joseph W. Koletar
Publisher : John Wiley & Sons
ISBN 13 : 0471466190
Total Pages : 290 pages
Book Rating : 4.4/5 (714 download)

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Book Synopsis Fraud Exposed by : Joseph W. Koletar

Download or read book Fraud Exposed written by Joseph W. Koletar and published by John Wiley & Sons. This book was released on 2003-04-03 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Long accepted as a cost of doing business, occupational fraud has recently proven to be much more dangerous to a company than previously thought. Enron, Global Crossing, and other high-profile cases have shown that the risks can be enormous. Fraud Exposed shows how traditional methods of dealing with occupational fraud are inadequate and how an organization's mindset must change if it is to be more effective in dealing with this problem. In-depth insights and practical advice show readers how to apply criminal and law enforcement response models to workplace fraud prevention and detection; analyze financial controls to prevent occupational fraud; as well as examine and improve current defenses to occupational fraud. Written by an expert in this field, Fraud Exposed provides organizations with a realistic approach to uncovering fraud and eliminating it before any damage is done. Joseph W. Koletar, PhD (Glen Rock, NJ), is a Principal and Service Line Leader in Ernst & Young's Forensic and Security Services Practice in New York. Prior to joining Ernst & Young, he was the director of the Forensic and Corporate Investigative Services practice of Deloitte & Touche LLP. Before joining the private sector, Dr. Koletar spent twenty-five years as a special agent in the FBI.

Entrepreneurial Marketing

Author : Beth Goldstein
Publisher : SAGE Publications
ISBN 13 : 1544397429
Total Pages : 377 pages
Book Rating : 4.5/5 (443 download)

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Book Synopsis Entrepreneurial Marketing by : Beth Goldstein

Download or read book Entrepreneurial Marketing written by Beth Goldstein and published by SAGE Publications. This book was released on 2019-12-17 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Entrepreneurial Marketing offers cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Key features include: models and frameworks that can be applied to real-world marketing challenges, a unique chapter on Doing Well and Doing Good exploring the nuances of marketing for non-profit organizations and social enterprises, an entire chapter dedicated to Online Marketing Channels so students can avoid common pitfalls of using social media for brand engagement, and more"--

Digital Business and E-commerce Management

Author : Dave Chaffey
Publisher : Pearson UK
ISBN 13 : 1292193360
Total Pages : 1051 pages
Book Rating : 4.2/5 (921 download)

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Book Synopsis Digital Business and E-commerce Management by : Dave Chaffey

Download or read book Digital Business and E-commerce Management written by Dave Chaffey and published by Pearson UK. This book was released on 2019 with total page 1051 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written in an engaging and informative style, Digital Business and E-Commerce Management will give you the knowledge and skills to be able to handle the speed of change faced by organisations in the digital world. In this seventh edition of the book, Chaffey, Hemphill and Edmundson-Bird bring together the most recent academic and practitioner thinking, covering all aspects of digital business including strategy, digital comms and transformation.

The New Rules of Marketing and PR

Author : David Meerman Scott
Publisher : John Wiley & Sons
ISBN 13 : 0470606630
Total Pages : 324 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis The New Rules of Marketing and PR by : David Meerman Scott

Download or read book The New Rules of Marketing and PR written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2010-01-15 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Double-Edged Sword

Author : Appu K. Soman
Publisher : Bloomsbury Publishing USA
ISBN 13 : 156750941X
Total Pages : 272 pages
Book Rating : 4.5/5 (675 download)

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Book Synopsis Double-Edged Sword by : Appu K. Soman

Download or read book Double-Edged Sword written by Appu K. Soman and published by Bloomsbury Publishing USA. This book was released on 2000-08-30 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: An examination of the political and diplomatic role of American nuclear weapons in conflicts with a non-nuclear China in the Korean War and the Taiwan Strait crises of 1954-1955 and 1958, this study analyzes the American tendency to become involved in confrontations with far weaker powers over issues of very little strategic significance to the United States. Washington threatens these adversaries with the use of incommensurate levels of force, then ultimately backs down in the face of international and domestic opposition to ill-considered plans to use force. Unlike works on nuclear history that have either focused on superpower nuclear conflicts and ignored cases of American nuclear diplomacy toward non-nuclear adversaries, or those that have focused merely on the outcomes of nuclear threats against non-nuclear powers, this book considers in depth American nuclear diplomacy toward China during the whole period of Sino-American military confrontations. Soman offers new insights on Truman's decision to enter the Korean War, the extent of nuclear diplomacy during the war, and the way in which the war ended. He argues that the goal of American nuclear diplomacy in the spring of 1955 was to provoke a war with China, rather than to deter a Chinese attack on Taiwan. Finally, he lays out, for the first time in print, the elaborate diplomacy that Secretary of State John Foster Dulles initiated to defuse the 1958 crisis, involving a major shift in American policy that still remains hidden from the public as well as historians. Highlighting the central role of nuclear diplomacy in these crises, this book draws conclusions on the efficacy of such diplomacy, the impact of these crises on the development of policies of massive retaliation and limited war, the consequences of Dulles's brinkmanship, and the revival of nuclear diplomacy by the Clinton administration in conflicts with non-nuclear adversaries.

The Routledge Handbook of Digital Consumption

Author : Rosa Llamas
Publisher : Taylor & Francis
ISBN 13 : 1000644642
Total Pages : 795 pages
Book Rating : 4.0/5 (6 download)

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Book Synopsis The Routledge Handbook of Digital Consumption by : Rosa Llamas

Download or read book The Routledge Handbook of Digital Consumption written by Rosa Llamas and published by Taylor & Francis. This book was released on 2022-09-26 with total page 795 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats. Fully revised and updated, this new edition brings together an expertly curated and authoritative overview of the impact and emerging horizons of digital consumption. Divided into sections, it addresses key topics including digital entertainment, self-representation, communication, Big Data, digital spirituality, online surveillance, and algorithmic advertising. It explores developments such as consumer data collection techniques, peer-to-peer payment systems, augmented reality, and AI-enhanced consumer well-being, as well as digital transgression, secrecy, crypto-currencies, NFTs, and cultural concerns such as the spread of conspiracy theories and fake news. From digital influencers, digital nomads, and digital neo-tribalism to robots and cyborgs, it explores existences that blur boundaries between humans and machines, reality and the metaverse, and the emerging "technoculture" – a state of all-encompassing digital being. This unique volume is an essential resource for scholars, practitioners, and policy makers, and will continue to provide a new generation of readers with a deep understanding of the universe of digital consumption.

Sports Marketing

Author : Larry DeGaris
Publisher : Routledge
ISBN 13 : 1136223452
Total Pages : 352 pages
Book Rating : 4.1/5 (362 download)

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Book Synopsis Sports Marketing by : Larry DeGaris

Download or read book Sports Marketing written by Larry DeGaris and published by Routledge. This book was released on 2015-02-11 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Any sports marketing student or prospective sports marketer has to understand in detail genuine industry trends and be able to recognise solutions to real-world scenarios. Sports Marketing: A Practical Approach is the first textbook to offer a comprehensive, engaging and practice-focused bridge between academic theory and real-life, industry-based research and practice. Defining the primary role of the sports marketer as revenue generation, the book is structured around the three main channels through which this can be achieved — ticket sales, media and sponsorship — and explores key topics such as: Sports markets and business markets (b2b) Fan development Brand management Media audiences, rights and revenue Live sports events Sponsorship Merchandise and retail Integrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing and preparing for a career in sports marketing. It goes further than any other sports marketing textbook in surveying the international sports market, including international cases and detailed profiles of international consumer and business markets throughout. A companion website offers multiple choice questions for students, editable short answer and essay questions, and lecture slides for instructors. No other textbook offers such a relevant, practice-focused overview of contemporary sports marketing. It is the ideal companion to any sports marketing course.

Marketing Countries, Places, and Place-associated Brands

Author : Papadopoulos, Nicolas
Publisher : Edward Elgar Publishing
ISBN 13 : 1839107375
Total Pages : 392 pages
Book Rating : 4.8/5 (391 download)

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Book Synopsis Marketing Countries, Places, and Place-associated Brands by : Papadopoulos, Nicolas

Download or read book Marketing Countries, Places, and Place-associated Brands written by Papadopoulos, Nicolas and published by Edward Elgar Publishing. This book was released on 2021-09-14 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.

Ready, Set, Deal: How a Small Minority- and Women-Owned Company Can Win Big Business from Corporate America

Author : Rengen Li
Publisher : Lulu.com
ISBN 13 : 1483414744
Total Pages : 84 pages
Book Rating : 4.4/5 (834 download)

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Book Synopsis Ready, Set, Deal: How a Small Minority- and Women-Owned Company Can Win Big Business from Corporate America by : Rengen Li

Download or read book Ready, Set, Deal: How a Small Minority- and Women-Owned Company Can Win Big Business from Corporate America written by Rengen Li and published by Lulu.com. This book was released on 2014-10-02 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ready, Set, Deal depicts how small companies owned by minorities and women can take advantage of the supplier diversity movement and sell themselves to Corporate America. Many small and medium sized MWBEs start with jumping on the tradeshows and networking train and end up with no contract signed after multiple events. Discouraged, the companies often give up. With years of experience in working with MWBEs and witnessing their triumphs and failures, the author contends that while winning business from Corporate America and multinational companies is a must for a small MWBE company to grow, the starting point is not at the tradeshow and networking events, but at home. Like many other endeavors, to grow, a small MWBE needs preparation, markets right, meets and exceeds the high expectations of their big corporate customers.

Consumer Behaviour

Author : Michael Solomon
Publisher : Pearson Higher Education AU
ISBN 13 : 1442564997
Total Pages : 553 pages
Book Rating : 4.4/5 (425 download)

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Book Synopsis Consumer Behaviour by : Michael Solomon

Download or read book Consumer Behaviour written by Michael Solomon and published by Pearson Higher Education AU. This book was released on 2012-10-24 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer behaviour is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how possessions influence the way we feel about ourselves and each other - our state of being. The 3rd edition of Consumer Behaviour is presented in a contemporary framework based around the buying, having and being model and in an Australasian context. Students will be engaged and excited by the most current research, real-world examples, global coverage, managerial applications and ethical examples to cover all facets of consumer behaviour. With new coverage of Personality and incorporating real consumer data, Consumer Behaviour is fresh, relevant and up-to-date. It provides students with the best possible introduction to this fascinating discipline.

Sustainability

Author : Amarjit Sahota
Publisher : John Wiley & Sons
ISBN 13 : 1118676483
Total Pages : 304 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis Sustainability by : Amarjit Sahota

Download or read book Sustainability written by Amarjit Sahota and published by John Wiley & Sons. This book was released on 2014-05-19 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sustainability has come to the fore in the cosmetics and personal care industry. Rising ethical consumerism and the need for resource efficiency are making cosmetic companies – small, independent firms to global giants – take steps towards sustainable development. Sustainability: How the Cosmetics Industry is Greening Up discusses the growing importance of sustainability in the cosmetics industry, highlighting the various ways organisations can address the economic, environmental and social aspects. How can the cosmetics industry make a difference in terms of ingredients, formulations, packaging, CSR, operations, and green marketing? Topics covered include: Environmental and social impacts of cosmetic products Ethical sourcing and biodiversity Renewable energy and waste management Green formulations and ingredients Green marketing issues and consumer behaviour Green standards, certification schemes and indices in the cosmetics industry Industry experts share their experiences on how they are tackling the challenges of sustainability: from raw material procurements, manufacturing, business processes, to distribution and marketing to consumers. The book concludes with some future growth projections; what are some of the shortcomings in sustainability in the cosmetics industry and what can we expect to see in the future? Sustainability: How the Cosmetics Industry is Greening Up discusses business and technical issues in all areas of sustainable product development, from sourcing ingredients, to formulation, manufacture and packaging. Covering a diverse range of subjects, this book appeals to professionals in many key sectors of the cosmetics and personal care industry; cosmetic chemists, formulation scientists, R&D directors, policy makers, business and marketing executives. It is also of relevance to academic researchers working in cosmetic chemistry and sustainable process development.