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Author : Bernard Cova
Publisher :
ISBN 13 :
Total Pages : 12 pages
Book Rating : 4.:/5 (13 download)
Download or read book Value Capture and Brand Community Management written by Bernard Cova and published by . This book was released on 2013 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: Purpose: This is a concep ...
Author : Carrie Melissa Jones
Publisher : Berrett-Koehler Publishers
ISBN 13 : 1523086629
Total Pages : 265 pages
Book Rating : 4.5/5 (23 download)
Download or read book Building Brand Communities written by Carrie Melissa Jones and published by Berrett-Koehler Publishers. This book was released on 2020-06-09 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Author : Cherniece J. Plume
Publisher : Chandos Publishing
ISBN 13 : 008101757X
Total Pages : 184 pages
Book Rating : 4.0/5 (81 download)
Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media
Author : Francisco J. Martínez-López
Publisher : Springer
ISBN 13 : 331924826X
Total Pages : 256 pages
Book Rating : 4.3/5 (192 download)
Download or read book Online Brand Communities written by Francisco J. Martínez-López and published by Springer. This book was released on 2015-12-11 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Author : Bernard Paranque
Publisher : Emerald Group Publishing
ISBN 13 : 1785609793
Total Pages : 440 pages
Book Rating : 4.7/5 (856 download)
Download or read book Finance Reconsidered written by Bernard Paranque and published by Emerald Group Publishing. This book was released on 2016-09-06 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume argues the need for a radical break with the methodological individualism that dominates economics, management and finance, asking 'How should we (re)define the concept of value?' and serving as a stepping stone for the rethinking of academic finance.
Author : Utpal M. Dholakia
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)
Download or read book Effective Brand Community Management written by Utpal M. Dholakia and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE LEADING QUESTION: • How can companies manage their brand communities effectively? FINDINGS: • Setting up and managing a brand community of customers is a potentially powerful marketing program for companies in the current harsh economic climate. • Many company-run brand communities fail because they target participants too narrowly, emphasize product-related discussions, and exert too much control. As a result, customers participate for selfish, functional reasons, without forming bonds or relationships. The community remains anemic, and has high participant turn-over. • Customer-enthusiast-run brand communities are more effective by: (1) welcoming a diverse consumer base, (2) allowing participants to express themselves freely, and (3) encouraging a broad range of activities beyond product discussions, such as networking and socializing. This leads to consumer participation for intrinsic, emotional, and social reasons, and the evolution of strong communities marked by consciousness of kind, a sense of obligation, and rituals and traditions - in other words, “real” communities.
Author : Siwarit Pongsakornrungsilp
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)
Download or read book Brand Community as Co-Creation Value in the Service-Dominant Logic of Marketing written by Siwarit Pongsakornrungsilp and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position; therefore, they have to find the effective way to understand how consumers consume in the dynamic world which consumers seek the value and symbolic meaning from their consumption beyond functional utilities. This leaded to call for the new dominant logic of marketing. Vargo and Lusch (2004a) respond to this call by proposing the "Service-Dominant Logic of Marketing" or "S-D logic", a marketing paradigm evolution which shifts from the firm-centric or good-centred view to the consumer-centric or service-centred view. The idea is presented by resource-based theory to explain firms' and consumers' operant and operand resources (figure 1). In figure 2, we synthesise the S-D logic with the Consumer Culture Theory (CCT) by integrating theories of firms' resources and consumers' resources and adding the social dynamics within a group of consumers to understand the value co-creation process. This conceptual paper has several contributions to the consumer behaviour. First, it moves the level of consumer behaviour and consumption analysis from individuals to social dynamics. Second, because consumers in brand communities are an integral part of the co-creation value, the importance of consumer power to co-create value during their consumption has relevance to firms, as their control over the brand may be diminished. It advances the S-D logic in the value co-creation process between consumers and firms to emphasise co-creation among consumers who can jointly pressure firms to apply their core competencies to capture this value and process in order to create and deliver an effective value proposition. Finally, brand communities create value between consumers and consumers, and between consumers and marketers or brands in different forms and activities. Many researchers have been interested in the value from brand community which emerge from consumer interaction with brands or specific products, but very few researchers have concerned themselves with the co-creation value of consumers. Consequently, the question of "How do members of brand community co-create value", and "How do firms engage themselves with consumers' co-creation process" are asked. The response to this question provides a new perspective to the concept of brand community through linking the S-D logic of marketing, and CCT which suggests the idea of consumer co-creating values by the field.
Author : Christopher L. Tucci
Publisher : Oxford University Press
ISBN 13 : 0192548204
Total Pages : 346 pages
Book Rating : 4.1/5 (925 download)
Download or read book Creating and Capturing Value through Crowdsourcing written by Christopher L. Tucci and published by Oxford University Press. This book was released on 2018-03-16 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examples of the value that can be created and captured through crowdsourcing go back to at least 1714 when the UK used crowdsourcing to solve the Longitude Problem, obtaining a solution that would enable the UK to become the dominant maritime force of its time. Today, Wikipedia uses crowds to provide entries for the world's largest and free encyclopedia. Partly fueled by the value that can be created and captured through crowdsourcing, interest in researching the phenomenon has been remarkable. Despite this - or perhaps because of it - research into crowdsourcing has been conducted in different research silos, within the fields of management (from strategy to finance to operations to information systems), biology, communications, computer science, economics, political science, among others. In these silos, crowdsourcing takes names such as broadcast search, innovation tournaments, crowdfunding, community innovation, distributed innovation, collective intelligence, open source, crowdpower, and even open innovation. This book aims to assemble chapters from many of these silos, since the ultimate potential of crowdsourcing research is likely to be attained only by bridging them. Chapters provide a systematic overview of the research on crowdsourcing from different fields based on a more encompassing definition of the concept, its difference for innovation, and its value for both private and public sector.
Author : Etienne Wenger
Publisher : Harvard Business Press
ISBN 13 : 1578513308
Total Pages : 306 pages
Book Rating : 4.5/5 (785 download)
Download or read book Cultivating Communities of Practice written by Etienne Wenger and published by Harvard Business Press. This book was released on 2002 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's marketplace is fueled by knowledge. Yet organizing systematically to leverage knowledge remains a challenge. Leading companies have discovered that technology is not enough, and that cultivating communities of practice is the keystone of an effective knowledge strategy. Communities of practice come together around common interests and expertise- whether they consist of first-line managers or customer service representatives, neurosurgeons or software programmers, city managers or home-improvement amateurs. They create, share, and apply knowledge within and across the boundaries of teams, business units, and even entire companies-providing a concrete path toward creating a true knowledge organization. In Cultivating Communities of Practice, Etienne Wenger, Richard McDermott, and William M. Snyder argue that while communities form naturally, organizations need to become more proactive and systematic about developing and integrating them into their strategy. This book provides practical models and methods for stewarding these communities to reach their full potential-without squelching the inner drive that makes them so valuable. Through in-depth cases from firms such as DaimlerChrysler, McKinsey & Company, Shell, and the World Bank, the authors demonstrate how communities of practice can be leveraged to drive overall company strategy, generate new business opportunities, tie personal development to corporate goals, transfer best practices, and recruit and retain top talent. They define the unique features of these communities and outline principles for nurturing their essential elements. They provide guidelines to support communities of practice through their major stages of development, address the potential downsides of communities, and discuss the specific challenges of distributed communities. And they show how to recognize the value created by communities of practice and how to build a corporate knowledge strategy around them. Essential reading for any leader in today's knowledge economy, this is the definitive guide to developing communities of practice for the benefit-and long-term success-of organizations and the individuals who work in them. Etienne Wenger is a renowned expert and consultant on knowledge management and communities of practice in San Juan, California. Richard McDermott is a leading expert of organization and community development in Boulder, Colorado. William M. Snyder is a founding partner of Social Capital Group, in Cambridge, Massachusetts.
Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Lauren Perkins
Publisher : Apress
ISBN 13 : 143024996X
Total Pages : 304 pages
Book Rating : 4.4/5 (32 download)
Download or read book The Community Manager's Playbook written by Lauren Perkins and published by Apress. This book was released on 2015-01-05 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you’ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into consumers, increase revenue, improve consumer loyalty, and enhance customer service efforts. Companies now have the unprecedented opportunity to integrate their brand’s messaging into the everyday lives of their target audiences. But while supporting the growth of online communities should be at the top of every company’s priority list, all too often it falls by the wayside. That’s why brand strategy expert and digital marketer Lauren Perkins wrote The Community Manager’s Playbook (#CMplaybook on Twitter), a must-read guide for business and brand builders who need to strengthen their approach to online B2C community management and customer engagement. As Perkins explains, if companies want to create thriving online communities focused on their product or brand, they must do more than simply issue a few tweets a day, create (and then abandon) a Facebook page, and blog every once in a while. Instead, organizations of all sizes must treat community management as a central component of their overall marketing strategy. When they do, they will be rewarded handsomely with greater brand awareness, increased customer use and retention, lower acquisition costs, and a tribe of consumers who can’t wait to purchase their next product. Perkins not only teaches readers how to build an engaging community strategy from the ground up, but she also provides them with the tactical community management activities they need to acquire and retain customers, create compelling content, and track their results along the way. Distinctive in its comprehensive, step-by-step approach to creating online communities that are fully consistent with a company’s existing brand voice, The Community Manager’s Playbook: Explains how excellent community management provides a competitive advantage with a large impact on sales Provides an in-depth overview of brand and business alignment Teaches readers how to identify their community's online target audience and influence their needs and wants Details the appropriate online channels through which content should be distributed Champions the use of an agile approach through repeated testing to maximize the return on every company investment Discusses the many diverse metrics that can be used to measure community scope Today, there is no brand strategy without a community strategy. Companies that are not developing communities are losing control of their brands and missing opportunities to optimize their marketing investments. With The Community Manager’s Playbook as their guide, however, marketing professionals and the companies and brands they represent will be equipped with the tools they need to manage their online marketing efforts, engage their core customers at every level, leverage community insights into the product development cycle, and ensure that their messaging is heard across all corners of the digital landscape.
Author : Jr. William F. Humphrey
Publisher :
ISBN 13 : 9781606499405
Total Pages : 0 pages
Book Rating : 4.4/5 (994 download)
Download or read book Fostering Brand Community Through Social Media written by Jr. William F. Humphrey and published by . This book was released on 2016-02-15 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
Author : Deborah Ng
Publisher : John Wiley & Sons
ISBN 13 : 1118099176
Total Pages : 338 pages
Book Rating : 4.1/5 (18 download)
Download or read book Online Community Management For Dummies written by Deborah Ng and published by John Wiley & Sons. This book was released on 2011-11-29 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn to manage, grow, and communicate with your online community Online community management is a growing profession and companies are investing in online communities in order to gain consumer insights into products and to test new products. An effective and dedicated community manager is essential to engage and manage a successful online consumer community. Clear coverage shares tips for dealing with customers and fans through Twitter, Facebook, forums, and blogs. A practical approach shows you how to ensure that visitors to your site are satisfied, kept happy, and return. You'll explore the various types of online communities and benefit from learning an assortment of tips and tools that will help you stand out above the competition, attract more visitors and gain the attention of potential advertisers and investors. Addresses the role of the community manager, the core community management tasks, and how to create an online community. Highlights ways to build relationships within your community, evaluate return on investment, and handle and respond to criticism. Offers advice for establishing policies and transparency and encouraging community interaction.
Author : Guido Sonnemann
Publisher : Springer
ISBN 13 : 9401772215
Total Pages : 352 pages
Book Rating : 4.4/5 (17 download)
Download or read book Life Cycle Management written by Guido Sonnemann and published by Springer. This book was released on 2015-07-16 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides insight into the Life Cycle Management (LCM) concept and the progress in its implementation. LCM is a management concept applied in industrial and service sectors to improve products and services, while enhancing the overall sustainability performance of business and its value chains. In this regard, LCM is an opportunity to differentiate through sustainability performance on the market place, working with all departments of a company such as research and development, procurement and marketing, and to enhance the collaboration with stakeholders along a company’s value chain. LCM is used beyond short-term business success and aims at long-term achievements by minimizing environmental and socio-economic burden, while maximizing economic and social value.
Author : Adam Arvidsson
Publisher : Routledge
ISBN 13 : 1134277873
Total Pages : 177 pages
Book Rating : 4.1/5 (342 download)
Download or read book Brands written by Adam Arvidsson and published by Routledge. This book was released on 2006-04-19 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
Author : Martim Oscar Smolka
Publisher : Lincoln Inst of Land Policy
ISBN 13 : 9781558442849
Total Pages : 68 pages
Book Rating : 4.4/5 (428 download)
Download or read book Implementing Value Capture in Latin America written by Martim Oscar Smolka and published by Lincoln Inst of Land Policy. This book was released on 2013 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: The report examines a variety of specific instruments and applications in municipalities throughout the region under three categories: property taxation and betterment contributions; exactions and other direct negotiations for charges for building rights or the transfer of development rights; and large-scale approaches such as development of public land through privatization or acquisition, land readjustment, and public auctions of bonds for purchasing building rights. It concludes with a summary of lessons learned and recommends steps that can be taken in three spheres: Learn from Implementation Experiences Increase Knowledge about Theory and Practice Promote Greater Public Understanding and Participation
Author : Jono Bacon
Publisher : HarperCollins Leadership
ISBN 13 : 1400214890
Total Pages : 321 pages
Book Rating : 4.4/5 (2 download)
Download or read book People Powered written by Jono Bacon and published by HarperCollins Leadership. This book was released on 2019-11-12 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers? Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like Salesforce.com, Star Citizen via Kickstarter, and Red Hat. Companies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively. People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions: What is the key value proposition of building a community? What kind of community do we need and how do we build and integrate it into our organization? How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged? How do we develop authentic, productive relationships with community members both online and in person? How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization? What are the strategic and tactical pitfalls and roadblocks we need to avoid? How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them? People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
