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Author: Lynn B. Upshaw
Publisher: John Wiley & Sons
ISBN: 9780471356592
Category : Business & Economics
Languages : en
Pages : 348
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Book Description
Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation
Author: Lynn B. Upshaw
Publisher: John Wiley & Sons
ISBN: 9780471356592
Category : Business & Economics
Languages : en
Pages : 348
Get Book Here
Book Description
Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation
Author: Daniel R. Bereskin
Publisher: Edward Elgar Publishing
ISBN: 1035312409
Category : Law
Languages : en
Pages : 607
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Book Description
Written by a team of international experts, marshalled by one of the world’s foremost trademark lawyers, Trademark Dilution and Free Riding is the leading comparative work on trademark dilution. This book is a must-have resource for trademark professionals worldwide, and will also stand as a valuable reference point for intellectual property scholars.
Author: Richard H. Elliott
Publisher: Oxford University Press, USA
ISBN: 0199260001
Category : Business & Economics
Languages : en
Pages : 283
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Book Description
Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Author: Lynn B. Upshaw
Publisher: AMACOM/American Management Association
ISBN: 9780814400890
Category : Business & Economics
Languages : en
Pages : 300
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Book Description
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace.
Author: Bettina von Stamm
Publisher: John Wiley & Sons
ISBN: 0470510668
Category : Business & Economics
Languages : en
Pages : 591
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Book Description
Innovation is the major driving force in organisations today. With the rise of truly global markets and the intensifying competition for customers, employees and other critical resources, the ability to continuously develop successful innovative products, services, processes and strategies is essential. While creativity is the starting point for any kind of innovation, design is the process through which a creative idea or concept is translated into reality. Managing Innovation, Design and Creativity, 2nd Edition brings these three strands together in a discussion built around a collection of up-to-date case studies.
Author: Jeremy Bullmore
Publisher: John Wiley & Sons
ISBN: 0470031522
Category : Business & Economics
Languages : en
Pages : 174
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Book Description
Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.
Author: ESOMAR
Publisher: John Wiley & Sons
ISBN: 0470687576
Category : Business & Economics
Languages : en
Pages : 878
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Book Description
Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice. In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business. More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.
Author: Bishop, Jonathan
Publisher: IGI Global
ISBN: 1466650729
Category : Technology & Engineering
Languages : en
Pages : 362
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Book Description
With the popularity and ease-of-access to internet technologies, especially social networking, a number of human-centered issues has developed including internet addiction and cyber bullying. In an effort to encourage positive behavior, it is believed that applying gaming principles to non-gaming environments through gamification can assist in improving human interaction online. Gamification for Human Factors Integration: Social, Educational, and Psychological Issues presents information and best practices for promoting positive behavior online through gamification applications in social, educational, and psychological contexts. Through up-to-date research and practical applications, educators, academicians, information technology professionals, and psychologists will gain valuable insight into human-internet interaction and a possible solution for improving the relationship between society and technology.
Author: Cornelius Herstatt
Publisher: Routledge
ISBN: 1317624254
Category : Business & Economics
Languages : en
Pages : 339
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Book Description
Open Source Innovation (OSI) has gained considerable momentum within the last years. Academic and management practice interest grows as more and more end-users consider and even participate in Open Source product development like Linux, Android, or Wikipedia. Open Source Innovation: Phenomenon, Participant Behaviour, Impact brings together rigorous academic research and business importance in scrutinizing OCI from three perspectives: The Phenomenon, Participants' Behavior, and Business Implications. The first section introduces OCI artefacts, including who is participating and why, and provides a systematic overview of the literature. The second section stresses the behaviour of participants, highlighting participation progression, community selection, user entrepreneurship and fair behaviour, and answering key questions like how to manage governance rules, openness and community design aspects. The third explores the impact and implications of OSI for firms and economies by evaluating business models, uncovering opportunities for firms to interact with communities, and presenting value capture mechanisms. Open Source Innovation provides a full picture of the movement to help readers understand and engage with OSI from the micro perspective of individuals, to the community, to the macro perspective of firms and economies.
Author: Chris Ciunci
Publisher: Lulu.com
ISBN: 1483450805
Category : Business & Economics
Languages : en
Pages : 164
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Book Description
Marketing in the Trenches is written for business owners hungry to achieve their firm's growth potential. This book is not an academic exercise. Rather, it is a collection of real-world examples of the problems that today's business owners face, along with examples of actionable business solutions that can be implemented. The tips from the trenches contain actual cases, tangible statistics, and specific takeaways that can be implemented right away. Quite simply, the growth of your company can no longer rely on a single department or on traditional tactics to carry such a heavy burden. This is the perspective from which this book is written, so you can expect to learn far more than how to deploy email campaigns, write taglines, or perform traditional tactics. We'll leave that to all of the other marketing books.
