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[null,"1.","Record Nr.",null,"UNINA9910824967603321"]
[null,null,"Autore",null,"Fisher-Buttinger Claudia"]
[null,null,"Titolo",null,"Connective branding : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster"]
[null,null,"Pubbl/distr/stampa",null,"Hoboken, NJ, : Wiley, c2008"]
[null,null,"ISBN",null,"9786612684067"]
[{"$nulls":4},"9781119208396"]
[{"$nulls":4},"1119208394"]
[{"$nulls":4},"9781282684065"]
[{"$nulls":4},"128268406X"]
[{"$nulls":4},"9780470740873"]
[{"$nulls":4},"0470740876"]
[null,null,"Edizione",null,"[1st edition]"]
[null,null,"Descrizione fisica",null,"1 online resource (382 p.)"]
[null,null,"Classificazione",null,"85.40"]
[null,null,"Disciplina",null,"658.8/27"]
[null,null,"Soggetti",null,"Brand name products - Management"]
[{"$nulls":4},"Brand name products - Valuation - Management"]
[{"$nulls":4},"Branding (Marketing)"]
[{"$nulls":4},"Corporate image"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX"]
[null,null,null,"Sommario/riassunto","This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing process, the "]
[{"$nulls":4},"consumption experience, the 'face' of the organization, the call center, media etc. The real issue for the company is how to tran"]