02906nam 2200625 a 450 991045557860332120200520144314.00-7425-2176-10-585-45510-4(CKB)111087027768906(EBL)1340081(SSID)ssj0000110690(PQKBManifestationID)11988586(PQKBTitleCode)TC0000110690(PQKBWorkID)10063700(PQKB)11140207(MiAaPQ)EBC1340081(Au-PeEL)EBL1340081(CaPaEBR)ebr10747345(CaONFJC)MIL509562(OCoLC)855969768(EXLCZ)9911108702776890620020814d2003 uy 0engur|n|---|||||txtccrBetween empire and alliance[electronic resource] America and Europe during the Cold War /edited by Marc TrachtenbergLanham, Md. Rowman & Littlefield Publishersc20031 online resource (226 p.)Description based upon print version of record.1-299-78311-2 0-7425-2177-X Includes bibliographical references and index.Cover Page; Title Page; Copyright Page; Contents; Introduction Marc Trachtenberg; 1 America, Europe, and German Rearmament, August-September 1950: A Critique of a Myth Marc Trachtenberg and Christopher Gehrz; 2 ""A General Named Eisenhower"": Atlantic Crisis and the Origins of the European Economic Community Paul M. Pitman; 3 Trigger-happy Protestant Materialists? The European Christian Democrats and the United States Wolfram Kaiser; 4 The United States and the Opening to the Left, 1953-1963 Leopoldo Nuti5 Hegemony or Vulnerability? Giscard, Ball, and the 1962 Gold Standstill Proposal Francis J. Gavin and Erin Mahan6 Western Europe and the American Challenge: Conflict and Cooperation in Technology and Monetary Policy, 1965-1973 Hubert Zimmermann; 7 Georges Pompidou and U.S.-European Relations Georges-Henri Soutou; Index; About the ContributorsWritten by scholars from both sides of the Atlantic, the work discusses the role European dependence on American support played in the history of European unification.Cold WarWorld politics1945-1989United StatesForeign relationsSoviet UnionSoviet UnionForeign relationsUnited StatesEuropePolitics and government1945-Electronic books.Cold War.World politics909.82/5Trachtenberg Marc1946-478759MiAaPQMiAaPQMiAaPQBOOK9910455578603321Between empire and alliance2125826UNINA04581nam 2200949 450 991079041590332120230126203318.01-60649-593-3(CKB)2550000001113541(EBL)1097920(OCoLC)857276857(SSID)ssj0001097107(PQKBManifestationID)11601106(PQKBTitleCode)TC0001097107(PQKBWorkID)11029662(PQKB)11612119(OCoLC)859338136(CaBNVSL)swl00402761(Au-PeEL)EBL1097920(CaPaEBR)ebr10767929(CaONFJC)MIL513397(iGPub)BEPB0000191(CaSebORM)9781606495926(MiAaPQ)EBC1097920(EXLCZ)99255000000111354120130927d2013 fy 0engurun|---|||||txtrdacontentcrdamediacrrdacarrierBasics of branding a practical guide for managers /Jay GronlundFirst edition.New York, New York (222 East 46th Street, New York, NY 10017) :Business Expert Press,2013.1 online resource (208 pages)Marketing strategy collection,2150-9662Part of: 2013 digital library.1-60649-592-5 1-299-82146-4 Includes bibliographical references (pages 187-188) and index.1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index.Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very difficult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process.2013 digital library.Marketing strategy collection.2150-9662.Branding (Marketing)basics of brandingpositioning statementemotional brandingconsumer insightscorporate brandingglobal brandingcountry brandingmarket researchcreativityideationinnovation modelbrand names and logosB2Bbusiness-to-businessvalue propositionvalue pricingcommoditizationmarketing and sales alignmentsilosbrand trustsocial mediabrand architecturepersonal brandingemployer brandingbrand equityB2Cbusiness-to-consumerBranding (Marketing)658.827Gronlund Jay.1468863MiAaPQMiAaPQMiAaPQBOOK9910790415903321Basics of branding3680229UNINA