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Record Nr. |
UNINA9910139508603321 |
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Autore |
Fisher-Buttinger Claudia |
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Titolo |
Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster |
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Pubbl/distr/stampa |
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Hoboken, NJ, : Wiley, c2008 |
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ISBN |
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1-119-20839-4 |
1-282-68406-X |
9786612684067 |
0-470-74087-6 |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (382 p.) |
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Classificazione |
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Altri autori (Persone) |
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VallasterChristine <1971-> |
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Disciplina |
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Soggetti |
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Brand name products - Management |
Brand name products - Valuation - Management |
Branding (Marketing) |
Corporate image |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX |
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Sommario/riassunto |
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This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the 'face' of the organization, the call center, |
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