عنوان
پدید آورنده
موضوع
رده
HD69.B7 F57 2008eb
HD69
.
B7
F57
2008eb
کتابخانه
محل استقرار
0470740876
1119208394
9780470740873
9781119208396
0470512407
9780470512401
b784143
Connective branding :
[Book]
building brand equity in a demanding world /
Claudia Fisher-Buttinger and Christine Vallaster.
Hoboken, NJ :
Wiley,
©2008.
1 online resource (xxi, 358 pages) :
illustrations
Includes bibliographical references and index.
Market forces -- Emerging strategies to address market forces -- Brand framework for building connective brands -- Practical applications : brand engagement -- Practical applications -- stakeholder engagement -- Practical applications -- the process of alignment -- Epilogue -- the law of the seventh generation.
0
This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the 'face' of the organization, the call center, media etc. The real issue for the company is how to tran.
Connective branding.
9780470512401
Brand name products-- Management.
Brand name products-- Valuation-- Management.
Branding (Marketing)
Corporate image.
Brand name products-- Management.
Brand name products-- Valuation-- Management.
Branding (Marketing)
BUSINESS & ECONOMICS-- Advertising & Promotion.
Corporate image.
Erfolgsfaktor.
Markenartikel.
Markenname
Markenpolitik.
Marketing
Stakeholder.
BUS-- 002000
658
.
8/27
22
HD69
.
B7
F57
2008eb
85
.
40
bcl
Fisher-Buttinger, Claudia.
Vallaster, Christine,1971-
20201206222227.0
pn
مطالعه متن کتاب [Book]
Y
