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Make your brand matter : experience-driven solutions to capture customers and keep them loyal /
"Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once es...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2022]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | OR_on1328002630 | ||
| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
| 007 | cr cnu---unuuu | ||
| 008 | 220609s2022 nju ob 001 0 eng | ||
| 010 | |a 2022024923 | ||
| 040 | |a DLC |b eng |e rda |c DLC |d OCLCF |d YDX |d N$T |d ORMDA |d OCLCQ | ||
| 020 | |a 1119860377 |q electronic book | ||
| 020 | |a 9781119860389 |q electronic book | ||
| 020 | |a 1119860385 |q electronic book | ||
| 020 | |a 9781119860372 |q (electronic bk.) | ||
| 020 | |z 9781119860341 |q hardcover | ||
| 029 | 1 | |a AU@ |b 000072067287 | |
| 035 | |a (OCoLC)1328002630 | ||
| 037 | |a 9781119860341 |b O'Reilly Media | ||
| 042 | |a pcc | ||
| 050 | 0 | 4 | |a HD69.B7 |b S64 2022 |
| 082 | 0 | 0 | |a 658.5 |2 23/eng/20220609 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Soechtig, Steven G., |e author. | |
| 245 | 1 | 0 | |a Make your brand matter : |b experience-driven solutions to capture customers and keep them loyal / |c Steven G. Soechtig. |
| 264 | 1 | |a Hoboken, New Jersey : |b John Wiley & Sons, Inc., |c [2022] | |
| 300 | |a 1 online resource (xviii, 206 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a "Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once established, these companies would train their employees to project and reinforce that brand identity at every step of the customer journey, from initial awareness through evaluation, transaction, servicing, and loyalty. The brand defined the experience, and the experience reinforced the brand. The digital era disrupted this traditional brand management model. As consumers and business buyers rapidly shifted to online channels, new methods of engagement emerged, and buyers were suddenly entering the engagement cycle at different points. While brand marketers and managers continued to reinforce their traditional brand positioning, digital teams scrambled to create new engagement experiences to meet the evolving demands of the customer. Platforms, tools and technologies were implemented for function first, and then were retrofitted in an attempt to reflect the brand positioning and promise. The result was a disconnect between brand and experience, which led to confusion and frustration for many customers expecting to receive a consistent representation regardless of channel"-- |c Provided by publisher. | ||
| 588 | |a Description based on online resource; title from digital title page (viewed on September 01, 2022). | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Product management. | |
| 650 | 0 | |a Consumer satisfaction. | |
| 650 | 0 | |a Customer loyalty. | |
| 650 | 7 | |a Brand name products. |2 fast |0 (OCoLC)fst00837883 | |
| 650 | 7 | |a Consumer satisfaction. |2 fast |0 (OCoLC)fst00876403 | |
| 650 | 7 | |a Customer loyalty. |2 fast |0 (OCoLC)fst00885531 | |
| 650 | 7 | |a Product management. |2 fast |0 (OCoLC)fst01078225 | |
| 776 | 0 | 8 | |i Print version: |a Soechtig, Steven G. |t Make your brand matter |d Hoboken, New Jersey : John Wiley & Sons, Inc., [2022] |z 9781119860341 |w (DLC) 2022024922 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781119860341/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a EBSCOhost |b EBSC |n 3346100 | ||
| 994 | |a 92 |b IZTAP | ||