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Author: Serge Timacheff
Publisher: McGraw Hill Professional
ISBN: 0071381309
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.
Author: Serge Timacheff
Publisher: McGraw Hill Professional
ISBN: 0071381309
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.
Author: Micael Dahlen
Publisher: John Wiley & Sons
ISBN: 0470319925
Category : Business & Economics
Languages : en
Pages : 613
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Book Description
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author: John F. Sherry
Publisher: Routledge
ISBN: 1317190521
Category : Business & Economics
Languages : en
Pages : 310
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Book Description
Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen in disciplines seeking to understand consumer culture, and speed both the diffusion of ideas and possibility of collaboration across frontiers. Contemporary Consumer Culture Theory begins with a re-evaluation of some of the fundamental notions of consumer behaviour, such as self and other, branding and pricing, and individual vs. communal agency then continuing with a reconsideration of role configurations as they affect consumption, examining in particular the ramifications of familial, gender, ethnic and national aspects of consumers’ lived experiences. The book move on to a reappraisal of the state of the field, examining the rhetoric of inquiry, the reflexive history and critique of the discipline, the prospect of redirecting the effort of inquiry to practical and humanitarian ends, the neglected wellsprings of our intellectual heritage, and the ideological underpinnings of the evolving construction of the concept of the brand. Contemporary Consumer Culture Theory is a reflective assessment, in theoretical, empirical and evocative keys, of the state of the field of consumer culture theory and an indication of the scholarly directions in which the discipline is evolving providing reflection upon a rapidly expanding discipline and altered consumption-scapes by some of its prime movers.
Author: Serge Timacheff
Publisher: John Wiley & Sons
ISBN: 1118079272
Category : Photography
Languages : en
Pages : 465
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Book Description
Veteran professional photographer Serge Timacheff walks you through the features of the Canon EOS DSLR camera; selecting, understanding, and using lenses and accessories; and caring for your equipment. You'll also get professional insight into protecting your gear and building your skill set. Once you understand how to build a photography system that meets your needs and discover which filters and accessories are best for you, you can begin to embrace all the Canon EOS camera system has to offer. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Author: Rose Arny
Publisher:
ISBN:
Category : American literature
Languages : en
Pages : 1422
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Book Description
Author: David R. Laube
Publisher: Stanford University Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 556
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Book Description
That every manager needs to know in order to use information technology effectively. Business professionals will value the book because it covers a range of important areas that few know completely. University students will find the book a valuable source of necessary information for technology and management courses. Rarely is so much diverse expertise brought together and focused in a single book. Book jacket.
Author:
Publisher:
ISBN:
Category : African American businesspeople
Languages : en
Pages : 986
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Book Description
Author: Marc Braunstein
Publisher: Prima Lifestyles
ISBN: 9780761525325
Category : Brand name products
Languages : en
Pages : 0
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Book Description
Two foremost branding experts reveal the secrets to establishing a formidable Web presence. Using examples of companies both large and small that are profiting from the Internet today, they provide steps every business must take to develop a brand strategy that not only surmounts the challenges of e-commerce but fulfills the needs of customers.
Author: Matthias Spanke
Publisher: Springer Nature
ISBN: 3030366502
Category : Business & Economics
Languages : en
Pages : 139
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Book Description
This book provides an accessible and multifaceted vision of the ongoing changes in the retail industry, presenting practical steps a retailer can take in their store to adapt to the digitized world. The benefits of online commerce can be transferred to physical retail, and brick-and-mortar businesses can expand on their existing advantages. Using these strategies, physical stores can not only compete with online retail, they can offer even more to their customers. Store closures are taking place at a staggering rate, and this book offers guidance on how to overcome the so-called retail apocalypse. The book offers 15 innovative strategies on how to: Transfer the benefits of online shopping to physical stores Develop new, interactive brand experiences Apply latest in-store technologies Present customers a more sustainable, greener store experience Also included are practical tips for each strategy and 50 best-practice examples from around the world. With this book, readers will learn to navigate the changing retail landscape.
Author:
Publisher:
ISBN:
Category : American literature
Languages : en
Pages : 2576
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Book Description
