05915nam 2200889Ia 450 991082772930332120200520144314.0978661281720597804709317690470931760978111920056711192005639781282817203128281720597804709317380470931736(CKB)2670000000047225(EBL)624459(OCoLC)678547156(SSID)ssj0000413133(PQKBManifestationID)12163840(PQKBTitleCode)TC0000413133(PQKBWorkID)10388477(PQKB)10456171(Au-PeEL)EBL624459(CaPaEBR)ebr10419240(CaONFJC)MIL281720(OCoLC)642285411(FINmELB)ELB179547(MiAaPQ)EBC624459(FR-PaCSA)88944096(FRCYB88944096)88944096(Perlego)1009136(EXLCZ)99267000000004722520100709d2010 uy 0engur|n|---|||||txtccrBranded! how retailers engage consumers with social media and mobility /Bernie Brennan, Lori Schafer1st ed.Hoboken, NJ Wiley20101 online resource (287 p.)Wiley and SAS business seriesDescription based upon print version of record.9780470768679 0470768673 Includes bibliographical references and index.Branded! How Retailers Engage Consumers with Social Media and Mobility; Contents; Foreword; Preface; Chapter 1: Introduction: Bringing Your Store to Your Customers; YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?; RETAIL 2.0; RETAIL LEADERS; YOUR WORLD IS CHANGING-ARE YOU?; NOTES; Chapter 2: Social Media; DEFINITIONS; WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?; DEMOGRAPHICS-NOT JUST KIDS!; POPULAR SOCIAL-MEDIA WEB SITES; WHERE TO FOCUS; TODAY'S RETAILER ENGAGEMENT; NOTES; Chapter 3: Mobility; DEFINITIONS; SMART PHONES CHANGE IT ALL; INTERSECTION OF SOCIAL MEDIA AND MOBILITYRETAIL HAS BREAKTHROUGH OPPORTUNITYAPPLICATIONS FOR MOBILE LEADERSHIP; RETAIL MOBILE INNOVATORS; NOTES; Chapter 4: Starbucks: It's the Experience!; LEARNING-FORMULATING-INNOVATING; TRANSFORMING STARBUCKS FOR THE FUTURE; MY STARBUCKS IDEA IS BORN; FINDING OUT WHERE CUSTOMERS ARE HANGING OUT; STARBUCKS MOBILE; DIGITAL LEADERSHIP; NOTES; Chapter 5: Zappos: "Your Culture Is Your Brand"; COMMITTED TO "WOW'ING" EVERY CUSTOMER; A VISION TO EMBRACE E-COMMERCE; WOW SERVICE ONLINE; AN EARLY LEADER IN "ZOCIAL MEDIA"; "ZOCIAL MEDIA" IS PERVASIVE; MOBILITY: THE NEXT CHANNELDELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSENOTES; Chapter 6: Wet Seal: iRunway Steals the Teen Fashion Scene; FAST FASHION TAKES CENTER STAGE; WET SEAL'S FASHION COMMUNITY; FASHION-IT'S ALL SOCIAL; MOBILE: SHOP ON THE GO; THERE'S GOLD IN THOSE THREADS; SOCIAL + MOBILE = A GAME CHANGER; FARMVILLE FOR FASHION; NOTES; Chapter 7: Macy's: Shooting for the Stars!; TWO GREAT BRANDS; MACY'S STRATEGY REFRESHED; ENGAGING THE CUSTOMER; SOCIAL MEDIA IS FASHIONABLE; MOBILE MACY'S; JUST THE BEGINNING . . .; NOTESChapter 8: 1-800-Flowers.com: "Build a Relationship First-Do Business Second"GOING UNDERCOVER IS REVEALING; PLANTING THE SEEDS OF SUCCESS; BEYOND FLOWERS; LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY; SOCIAL MEDIA BLOSSOMS; MOBILE: APP OF THE YEAR; INNOVATION IS A CORE STRATEGY; NOTES; Chapter 9: JCPenney: Digital Transformation; BUILDING A BRAND BY "WINNING TOGETHER"; FROM BIG BOOK TO DIGITAL LEADERSHIP; CULTURE OF TRANSPARENCY; SOCIAL AMBASSADORS; JCPENNEY LOVES MOBILE; A DIGITAL FUTURE FOR A TRADITIONAL PLAYER; NOTES; Chapter 10: Pizza Hut: Creating the Perfect Pizza-DigitallyTOPPING THE PIZZA MARKETBUILDING THE YUM! DYNASTY; VALUE PLUS FAVORITES = A WINNING STRATEGY; ENABLING GLOBAL KNOWLEDGE SHARING; AN INNOVATOR IN SOCIAL MEDIA; THE "KILLER APP FOR YOUR APPETITE"; BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS; LISTENING, ENGAGING, EXCITING!; NOTES; Chapter 11: Best Buy: The Connected World; GROWTH STRATEGY; CROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE; A WIKI CULTURE; SOCIAL MEDIA: FROM THE INSIDE OUT!; A WEB 2.0 TOOL KIT IS BORN; THE HUB FOR ALL THINGS BEST BUY; HELPING MOBILE CUSTOMERS "SHOP, LEARN, AND BUY"; THE CONNECTED WORLD, TAKE TWO; NOTESChapter 12: Analyzing Value: Social MediaWritten through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies.Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!: Provides a clear review of social media asWiley and SAS business series.Internet marketingSocial mediaEconomic aspectsBranding (Marketing)Online social networksTelemarketingInternet marketing.Social mediaEconomic aspects.Branding (Marketing)Online social networks.Telemarketing.658.8/72Brennan Bernie1602446Schafer Lori930775MiAaPQMiAaPQMiAaPQBOOK9910827729303321Branded3926429UNINA