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Author:
Publisher: John Wiley & Sons
ISBN: 111953318X
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Author:
Publisher: John Wiley & Sons
ISBN: 111953318X
Category : Business & Economics
Languages : en
Pages : 368
Get Book Here
Book Description
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Author: Jack Trout
Publisher: McGraw Hill Professional
ISBN: 0071637109
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.
Author: Vicente M. Diaz
Publisher: University of Hawaii Press
ISBN: 0824860462
Category : Social Science
Languages : en
Pages : 281
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Book Description
In the vein of an emergent Native Pacific brand of cultural studies, Repositioning the Missionary critically examines the cultural and political stakes of the historic and present-day movement to canonize Blessed Diego Luis de San Vitores (1627–1672), the Spanish Jesuit missionary who was martyred by Mata'pang of Guam while establishing the Catholic mission among the Chamorros in the Mariana Islands. The work juxtaposes official, popular, and critical perspectives of the movement to complicate prevailing ideas about colonialism, historiography, and indigenous culture and identity in the Pacific. The book is divided into three sections. The first, "From Above, Working the Native," focuses exclusively on the narratological reconsolidation of official Roman Catholic Church viewpoints as staked in the historic (seventeenth century) and contemporary (twentieth century) movements to canonize San Vitores, including the symbolic costs of these viewpoints for Native Chamorro cultural and political possibilities not in line with Church views. Section two, "From Below: Working the Saint," shifts attention and perspective to local, competing forms of Chamorro piety. In their effort to canonize San Vitores, Natives also rework the saint to negotiate new cultural and social canons for themselves and in ways that produce new meanings for their island. "From Behind: Transgressive Histories" shifts from official and lay Roman and Chamorro Catholic viewpoints to the author’s own critical project of rendering alternative portrayals of San Vitores and Mata'pang. Theoretically innovative and provocative, humorous, and inspired, Repositioning the Missionary melds poststructuralist, feminist, Native studies, and cultural studies analytic and political frameworks with an intensely personal voice to model a new critical interdisciplinary approach to the study of indigenous culture and history.
Author: Michael J. Barratt
Publisher: John Wiley & Sons
ISBN: 0470878274
Category : Medical
Languages : en
Pages : 499
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Book Description
The how's and why's of successful drug repositioning Drug repositioning, also known as drug reprofiling or repurposing, has become an increasingly important part of the drug development process. This book examines the business, technical, scientific, and operational challenges and opportunities that drug repositioning offers. Readers will learn how to perform the latest experimental and computational methods that support drug repositioning, and detailed case studies throughout the book demonstrate how these methods fit within the context of a comprehensive drug repositioning strategy. Drug Repositioning is divided into three parts: Part 1, Drug Repositioning: Business Case, Strategies, and Operational Considerations, examines the medical and commercial drivers underpinning the quest to reposition existing drugs, guiding readers through the key strategic, technical, operational, and regulatory decisions needed for successful drug repositioning programs. Part 2, Application of Technology Platforms to Uncover New Indications and Repurpose Existing Drugs, sets forth computational-based strategies, tools, and databases that have been designed for repositioning studies, screening approaches, including combinations of existing drugs, and a look at the development of chemically modified analogs of approved agents. Part 3, Academic and Non-Profit Initiatives & the Role of Alliances in the Drug Repositioning Industry, explores current investigations for repositioning drugs to treat rare and neglected diseases, which are frequently overlooked by for-profit pharmaceutical companies due to their lack of commercial return. The book's appendix provides valuable resources for drug repositioning researchers, including information on drug repositioning and reformulation companies, databases, government resources and organizations, regulatory agencies, and drug repositioning initiatives from academia and non-profits. With this book as their guide, students and pharmaceutical researchers can learn how to use drug repositioning techniques to extend the lifespan and applications of existing drugs as well as maximize the return on investment in drug research and development.
Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.
Author: S. Böhm
Publisher: Springer
ISBN: 0230501419
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Repositioning Organization Theory studies the political positioning of organization theory. The book argues that there are two main projects in organization theory: the hegemonic project of positioning and postmodern project of depositioning. To critique the theoretical and political limits of these two projects, Böhm employs a range of critical and post-structural philosophies. Having conceptualized the need for a 'political event', the book is a passionate call for repositioning and repoliticizing organization theory. This book discusses the impossibilities of, and strategies for, such a project.
Author: T.D. Jakes
Publisher: Simon and Schuster
ISBN: 1416544313
Category : Religion
Languages : en
Pages : 297
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Book Description
A bestselling author and leader of a congregation of 30,000, Jakes teaches spiritual principles of prosperity and success. He explains from a Christian point of view how to reconstruct attitudes about giving, sharing, and reaping life's rewards.
Author: Lode Walgrave
Publisher: Routledge
ISBN: 1135998671
Category : Law
Languages : en
Pages : 372
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Book Description
This book, based on papers presented at the 5th international conference held at Leuven, Belgium in 2002, aims to provide an overview of recent experience of restorative justice.
Author: Trout
Publisher: Tata McGraw-Hill Education
ISBN: 9780070700482
Category :
Languages : en
Pages : 0
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Book Description
So you ve mastered the art of marketing. You ve positioned your company, branded your product, and targeted your consumer. Unfortunately, in today s economy, that s not enough. You need REPOSITIONING.A brilliant new approach to consumer psychology and corporate identity, this groundbreaking and game-changing guide shows you how to . . .RETHINK your current marketingREFOCUS your consumer brandingREASSESS your company s strengthsREPOSITION your corporate identityRECLAIM your competitive edge
Author: Barbara Watson Andaya
Publisher: University of Hawaii Press
ISBN: 0824829557
Category : Social Science
Languages : en
Pages : 354
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Book Description
The Princess of the Flaming Womb, the Javanese legend that introduces this pioneering study, symbolizes the many ambiguities attached to femaleness in Southeast Asian societies. Yet, despite these ambiguities, the relatively egalitarian nature of male-female relations in Southeast Asia is central to arguments claiming a coherent identity for the region. This challenging work by senior scholar Barbara Watson Andaya considers such contradictions while offering a thought-provoking view of Southeast Asian history that focuses on women's roles and perceptions. Andaya explores the broad themes of the early modern era (1500-1800) - the introduction of new religions, major economic shifts, changing patterns of state control, the impact of elite lifestyles and behaviors - drawing on an extraordinary range of sources and citing numerous examples from Thai, Vietnamese, Burmese, Philippine, and Malay societies.
