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Building brand communities : how organizations succeed by creating belonging /
"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"--
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oakland, CA :
Berrett-Koehler Publishers,
[2020]
|
| Edición: | First edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Intro
- Title Page
- Copyright Page
- Dedication
- Preface
- Introduction
- Part 1: Brand Community Foundations
- 1: Recognizing Community, Brand Community, and Belonging
- 2: Supporting Organizational Goals
- Part 2: Building from the Beginning
- 3: Distinguishing Community
- 4: Starting at the Beginning
- 5: Team Selection
- 6: Growth Principles
- Part 3: Deeper Ideas
- 7: Leaders' and Managers' Roles
- 8: Creating Shared Experiences and Space
- 9: Content Strategy
- 10: Motivation and Encouraging Participation
- 11: Measurement and Metrics
- Last Word
- Appendix A: Brand Goal Practices
- Innovation Community Practices
- Talent Recruitment and Retention Recruitment Practices
- Customer Retention Practices
- Marketing Practices for Community
- Practices for a Support Community
- Practices for Supporting Movement Communities
- Appendix B: Worksheets
- Worksheet 1: Selecting Founding Members
- Worksheet 2: Selecting and Training Leaders
- Worksheet 3: Campfire Experiences
- Worksheet 4: Identify a Brand Community's Purpose
- Worksheet 5: Encouraging Engagement
- Notes
- Glossary
- Further Reading
- Acknowledgments
- Index