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Category creation : how to build a brand that customers, employees, and investors will love /
"Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster gro...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
[2020]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | OR_on1113381352 | ||
| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 190727s2020 nju ob 001 0 eng | ||
| 010 | |a 2019025000 | ||
| 040 | |a DLC |b eng |e rda |c DLC |d OCLCO |d OCLCF |d N$T |d YDX |d TOH |d OCLCQ |d OCLCO |d OCLCQ |d OCLCO | ||
| 020 | |a 9781119611585 |q electronic book | ||
| 020 | |a 111961158X |q electronic book | ||
| 020 | |z 9781119611615 |q electronic book | ||
| 020 | |z 111961161X | ||
| 020 | |z 9781119611561 |q hardcover | ||
| 029 | 1 | |a AU@ |b 000065966276 | |
| 035 | |a (OCoLC)1113381352 | ||
| 042 | |a pcc | ||
| 050 | 4 | |a HF5415.1263 |b .K45 2020 | |
| 082 | 0 | 0 | |a 658.8/27 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Kennada, Anthony, |d 1986- |e author. | |
| 245 | 1 | 0 | |a Category creation : |b how to build a brand that customers, employees, and investors will love / |c Anthony Kennada. |
| 264 | 1 | |a Hoboken, New Jersey : |b Wiley, |c [2020] | |
| 300 | |a 1 online resource (xvi, 224 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b n |2 rdamedia | ||
| 338 | |a online resource |b nc |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Category creation : the noble marketing strategy that can spark a movement -- Why brand is at the heart of category creation in the business-to-human (B2H) era -- The six challenges of creating a category (and how to overcome them) -- Special considerations for established companies in commoditized markets -- Live your purpose, values and culture out loud -- Focus on the people in your market, not just your products -- Create a lifestyle brand for your category -- Grow a community by doubling down on live events and experiences -- Activate customers as brand ambassadors -- Recognize that analysts don't create categories, customers do -- Establish trust at scale through authentic executive communications -- How to connect category creation programs to growth for executives and investors -- The intangible benefits of category creation on customer and teammate success. | |
| 520 | |a "Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster growth, higher valuations, and dominant market positions. This book is an exclusive look into the 'human first' marketing playbook of some of the best brands in B2B, written for a new generation of entrepreneurs and marketers in companies of all sizes and stages of maturity. The book will document the rise, fall and return of B2B brand marketing, offer ten principles to building a modern B2B brand, and prove the value of brand marketing on shareholder outcomes"-- |c Provided by publisher. | ||
| 588 | |a Description based on online resource; title from digital title page (viewed on December 20, 2019). | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Industrial marketing. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Entrepreneurship. | |
| 650 | 0 | |a Customer relations. | |
| 650 | 6 | |a Marketing industriel. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Entrepreneuriat. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a entrepreneurs. |2 aat | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Entrepreneurship |2 fast | |
| 650 | 7 | |a Industrial marketing |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Kennada, Anthony, 1986- |t Category creation |d Hoboken, New Jersey : Wiley, [2020] |z 9781119611561 |w (DLC) 2019024999 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781119611561/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a YBP Library Services |b YANK |n 300893600 | ||
| 938 | |a EBSCOhost |b EBSC |n 2268999 | ||
| 994 | |a 92 |b IZTAP | ||