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Author :
Publisher :
ISBN 13 :
Total Pages : 217 pages
Book Rating : 4.:/5 (66 download)
Download or read book The Brand Experience Handbook written by and published by . This book was released on 2004 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Bernd Schmitt
Publisher : Edward Elgar Pub
ISBN 13 : 9781847200075
Total Pages : 315 pages
Book Rating : 4.2/5 ( download)
Download or read book Handbook on Brand and Experience Management written by Bernd Schmitt and published by Edward Elgar Pub. This book was released on 2008 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. the book focuses on practical, managerial, and organizational best practices.
Author : Darren Coleman
Publisher : Kogan Page Publishers
ISBN 13 : 0749481579
Total Pages : 297 pages
Book Rating : 4.7/5 (494 download)
Download or read book Building Brand Experiences written by Darren Coleman and published by Kogan Page Publishers. This book was released on 2018-07-03 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
Author : Shaz Smilansky
Publisher : Kogan Page Publishers
ISBN 13 : 0749456078
Total Pages : 272 pages
Book Rating : 4.7/5 (494 download)
Download or read book Experiential Marketing written by Shaz Smilansky and published by Kogan Page Publishers. This book was released on 2009-02-03 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Author : Saurabh Kumar Dixit
Publisher : Routledge
ISBN 13 : 0429512317
Total Pages : 653 pages
Book Rating : 4.4/5 (295 download)
Download or read book The Routledge Handbook of Tourism Experience Management and Marketing written by Saurabh Kumar Dixit and published by Routledge. This book was released on 2020-05-18 with total page 653 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Tourism Experience Management and Marketing offers a comprehensive and thorough inquiry into both customary and emergent issues of tourism experience and co-creation. Drawing together contributions from 83 authors from 28 countries with varied backgrounds and interdisciplinary interests, the handbook highlights multiple representations and interpretations of the theme. It also integrates a selection of illustrative global case studies to effectively present its chapter contents. Tourism experience drives the contemporary tourist’s behavior as they travel in pursuit of experiencing unique and unusual destinations and activities. Creating a memorable and enduring experience is therefore a prerequisite for the all tourism business organizations irrespective of the nature of their products or services. This handbook focuses on conceptualizing, designing, staging, managing and marketing paradigms of tourism experiences from both supply and demand perspectives. It sheds substantial light on the contemporary theories, practices and future developments in the arena of experiential tourism management and marketing. Encompassing the latest thinking and research themes, this will be an essential reference for upper-level students, researchers, academics and industry practitioners of hospitality as well as those of tourism, gastronomy, management, marketing, consumer behavior, cultural studies, development studies and international business, encouraging dialogue across disciplinary boundaries.
Author : Alison Williams
Publisher : Kogan Page Publishers
ISBN 13 : 0749452900
Total Pages : 271 pages
Book Rating : 4.7/5 (494 download)
Download or read book The Handbook of Field Marketing written by Alison Williams and published by Kogan Page Publishers. This book was released on 2009-06-03 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.
Author : Scot R. Wheeler
Publisher :
ISBN 13 : 9789814678414
Total Pages : 280 pages
Book Rating : 4.6/5 (784 download)
Download or read book Architecting Experience written by Scot R. Wheeler and published by . This book was released on 2015-12-16 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment. Wheeler answers the biggest question facing digital marketers today: "with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?" The quick answer to this is "through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience," but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.
Author : Jon Sundbo
Publisher : Edward Elgar Publishing
ISBN 13 : 1781004226
Total Pages : 491 pages
Book Rating : 4.7/5 (81 download)
Download or read book Handbook on the Experience Economy written by Jon Sundbo and published by Edward Elgar Publishing. This book was released on 2013-09-30 with total page 491 pages. Available in PDF, EPUB and Kindle. Book excerpt: This illuminating Handbook presents the state of the art in the scientific field of experience economy studies. It offers a rich and varied collection of contributions that discuss different issues of crucial importance for our understanding of the exp
Author : Catherine Chai
Publisher : Rethink Press
ISBN 13 : 9781781331866
Total Pages : 206 pages
Book Rating : 4.3/5 (318 download)
Download or read book From Bland to Brand - the Essential Branding Handbook for Asian Businesses written by Catherine Chai and published by Rethink Press. This book was released on 2016-04 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is your brand exactly right for your business; does it sell your products and services to your ideal customers and clients? If not, what should you do? Where do you start? Who can help? From Bland to Brand offers brand owners, business leaders and marketers an indispensable and practical guide to developing a robust brand strategy. This book gives you: An easy, step-by-step process for bringing out your brand's unique value proposition; Exercises, practical examples and up-to-date case studies from Asia and around the world to inspire your brand development; Actionable ideas to create a memorable brand experience; Cost-effective ways to collect market intelligence to grow your brand. User-friendly and highly informative, From Bland to Brand is a uniquely useful and relevant companion for brand builders in Asia.
Author : Gerardus Blokdyk
Publisher : 5starcooks
ISBN 13 : 9781867303954
Total Pages : 304 pages
Book Rating : 4.3/5 (39 download)
Download or read book Brand Experience A Complete Guide - 2020 Edition written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2020-01-13 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: What creates a brand experience? How might you go about creating brand experiences for your customers? Does your current brand experience reinforce your desired brand image at all contact points? Has your brand experience begun to get unpredictable? Do you have a single brand experience? This best-selling Brand Experience self-assessment will make you the accepted Brand Experience domain auditor by revealing just what you need to know to be fluent and ready for any Brand Experience challenge. How do I reduce the effort in the Brand Experience work to be done to get problems solved? How can I ensure that plans of action include every Brand Experience task and that every Brand Experience outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand Experience costs are low? How can I deliver tailored Brand Experience advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand Experience essentials are covered, from every angle: the Brand Experience self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand Experience outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand Experience practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand Experience are maximized with professional results. Your purchase includes access details to the Brand Experience self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Experience Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Author : Shirra Smilansky
Publisher : Kogan Page Publishers
ISBN 13 : 0749480971
Total Pages : 321 pages
Book Rating : 4.7/5 (494 download)
Download or read book Experiential Marketing written by Shirra Smilansky and published by Kogan Page Publishers. This book was released on 2017-12-03 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate a surge of brand engagement, which is amplified immediately by a niche target of consumers through live content sharing and social media streams. This comprehensive second edition of Experiential Marketing pinpoints exactly where this innovative strategy fits in with the current marketing and events climate, including a step-by-step outline to plan, integrate and evaluate its game-changing results. The completely fresh content analyzes the latest industry advances and case studies, including four new chapters on the digital experience and merged realities, plus the experience economy and creative explosion of the 'Pop-Up' phenomenon. Accompanied with a digital toolkit of downloadable resources, this book is essential reading for marketing, business, media and events professionals alike, providing strategic decision makers with a unique competitive advantage in a vibrant new era of marketing strategy.
Author : Brad VanAuken
Publisher : Amacom Books
ISBN 13 : 9780814406816
Total Pages : 332 pages
Book Rating : 4.4/5 (68 download)
Download or read book Brand Aid written by Brad VanAuken and published by Amacom Books. This book was released on 2003 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."
Author : Americus Reed II
Publisher : Edward Elgar Publishing
ISBN 13 : 1788117735
Total Pages : 496 pages
Book Rating : 4.7/5 (881 download)
Download or read book Handbook of Research on Identity Theory in Marketing written by Americus Reed II and published by Edward Elgar Publishing. This book was released on 2019-12-27 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Author : Agapito, Dora
Publisher : Edward Elgar Publishing
ISBN 13 : 1839109394
Total Pages : 424 pages
Book Rating : 4.8/5 (391 download)
Download or read book Handbook on the Tourist Experience written by Agapito, Dora and published by Edward Elgar Publishing. This book was released on 2022-07-19 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering an overview of current issues around design, marketing and management of experiences from the tourist perspective, this comprehensive Handbook critically reviews the key debates and developments within the field. Empirical chapters by international contributors explore a range of perspectives, challenges, opportunities for future research and best managerial practices.
Author : David Okrent
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781979608091
Total Pages : 94 pages
Book Rating : 4.6/5 (8 download)
Download or read book Forging a Great Brand written by David Okrent and published by Createspace Independent Publishing Platform. This book was released on 2017-11-21 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everything you need to run a brand workshop ? Great brands are not the result of slogans, kitschy logos, edgy advertisements, or viral videos, they are the cumulative relevant experiences of the market with the firm's people, processes, and offerings over time. This makes sense, but how do you know what experiences are needed or how these experiences are informed by the definition of the firm's brand? This is the purpose of this handbook, to provide a step-by-step process you can use to take a firm from developing a brand strategy to identifying and defining the behaviors that deliver a relevant and authentic brand to the market. This book is for consultants, marketers, product managers, and others interested in developing a meaningful, relevant, and successful brand; where success is measured by the firm's sustainable growth. Brands are not about clicks and impressions, they are about a community of people working together to generate value for others and themselves through relationship. In this guide you may have your ideas about business and brands challenged in a way that I hope will expand your awareness and take you to a new level of practice. Ultimately, this book is focused on helping you be successful at conducting a Brand Architecture Workshop. It starts with some general notes from the trenches and goes on to guide you from pre-work, through the workshop, and then, on to some key items for starting down the road to implementation. The process itself starts with an Environmental Assessment and moves through to a SWOT Analysis, opportunity selection, and then on to customer segmentation, the firm's traits, and finally you make a gentle turn towards the finish line with the brand promise, pillars, attributes, and the brand personality defined. The ladder sections are what guide the transformation of the firm into a brand customer want and want to promote. This book is design for anyone, but it's written primarily for marketing and business consultants wanting to make money from helping firms build great brands. For those not as familiar with marketing, you may want to purchase my second book with the same first title. The other book provides more background on branding and has additional worksheets to help you further.
Author : Gerardus Blokdyk
Publisher : 5starcooks
ISBN 13 : 9780655849193
Total Pages : 304 pages
Book Rating : 4.8/5 (491 download)
Download or read book Brand Experiences A Complete Guide - 2019 Edition written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2019-08-15 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Where can you break convention? What improvements have been achieved? What information is critical to your organization that your executives are ignoring? Who will be responsible for documenting the brand experiences requirements in detail? Are you able to realize any cost savings? This premium Brand Experiences self-assessment will make you the accepted Brand Experiences domain standout by revealing just what you need to know to be fluent and ready for any Brand Experiences challenge. How do I reduce the effort in the Brand Experiences work to be done to get problems solved? How can I ensure that plans of action include every Brand Experiences task and that every Brand Experiences outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand Experiences costs are low? How can I deliver tailored Brand Experiences advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand Experiences essentials are covered, from every angle: the Brand Experiences self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand Experiences outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand Experiences practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand Experiences are maximized with professional results. Your purchase includes access details to the Brand Experiences self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Experiences Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Author : Lia Zarantonello
Publisher : Routledge
ISBN 13 : 1317803159
Total Pages : 346 pages
Book Rating : 4.3/5 (178 download)
Download or read book The Handbook of Brand Management Scales written by Lia Zarantonello and published by Routledge. This book was released on 2015-08-05 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
