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The truth about creating brands people love /
The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
FT Press,
©2009.
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| Colección: | Truth about (FT Press)
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 001 | OR_ocn297575939 | ||
| 003 | OCoLC | ||
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| 008 | 090109s2009 nju ob 000 0 eng d | ||
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| 019 | |a 428739829 | ||
| 020 | |a 9780136064336 | ||
| 020 | |a 0136064337 | ||
| 029 | 1 | |a CHBIS |b 006150551 | |
| 029 | 1 | |a NZ1 |b 13070847 | |
| 035 | |a (OCoLC)297575939 |z (OCoLC)428739829 | ||
| 037 | |a CL0500000030 |b Safari Books Online | ||
| 050 | 4 | |a HF5415.1255 |b .T55 2009 | |
| 082 | 0 | 4 | |a 658.827 T574 2009 [ONLINE] |
| 084 | |a F760.5 |2 clc | ||
| 049 | |a UAMI | ||
| 100 | 1 | |a Till, Brian, |d 1960- | |
| 245 | 1 | 4 | |a The truth about creating brands people love / |c Brian D. Till and Donna Heckler. |
| 260 | |a Upper Saddle River, N.J. : |b FT Press, |c ©2009. | ||
| 300 | |a 1 online resource (x, 211 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Truth about | |
| 504 | |a Includes bibliographical references (pages 205-207). | ||
| 505 | 0 | |a Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat -- Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit -- Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Branding (Marketing) |2 fast |0 (OCoLC)fst01743755 | |
| 700 | 1 | |a Heckler, Donna, |d 1963- | |
| 776 | 0 | |z 0137128169 | |
| 776 | 0 | |z 9780137128167 | |
| 830 | 0 | |a Truth about (FT Press) | |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9780136064336/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH37824727 | ||
| 938 | |a Internet Archive |b INAR |n isbn_2900137128166 | ||
| 994 | |a 92 |b IZTAP | ||