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The Human Brand : How We Relate to People, Products, and Companies.
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way-we hate our banks, love our smartphones, and think the cable company is out to get us. What'...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- The Human Brand: How We Relate to People, Products, and Companies; Copyright; Contents; Acknowledgments; Introduction: Back to the Future: Why our immediate future so strongly resembles our distant past; An Email to Princeton; The Middle Ages of Marketing; The Relationship Renaissance; Instant Karma; Chapter 1: Warmth and Competence: The two timeless judgments that drive our behavior toward others; Brands Are People Too; The Language of Loyalty; Chapter 2: The Loyalty Test: Why we expect companies and brands to commit to us first; Dropped Calls; No Community but the Investment Community.
- A Question of LoyaltyFrequent Flying; From Acquaintances to Advocates; Chapter 3: The Principle of Worthy Intentions: The simple and reliable way to demonstrate warmth and competence; Trust as Our Default; Loyalty as a Primal Attachment; One-Way Streets; Shared Moral Values; Doing Well by Doing Good; Deserving and Undeserving Success; Chapter 4: The Price of Progress: How faceless commerce leads to a focus on discounts; The Loyalty Disconnect; The Internet and Its Uses; Big Love; The Zappos Advantage; The Amazon Challenge; The Relational Upside; The Digital Response; Missed Opportunities.
- Chapter 5: Take Us to Your Leader: What we learn from the people behind the things we buyThe Pizza Turnaround; Transformational Leadership; Come Out from Behind the Curtain; At the Heart of Loyalty; Leading by Example; Tell Us Your Story; David versus Goliath; Chapter 6: Show Your True Colors: Why mistakes and crises are a golden loyalty opportunity; Who Comes First?; When "Customer First" Turns Into Company First; Forgivable Faults; Apple's Lost Directions; A Reservoir of Good Will; The Silver Lining; The Cable Guy; Learning from Mistakes.
- Chapter 7: The Relationship Renaissance: Navigating the road aheadImperative 1: Become More Self-Aware; Imperative 2: Embrace Significant Change; Imperative 3: Fundamentally Shift Priorities; Notes; About the Authors; Index; Advertisements.