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[null,"1.","Record Nr.",null,"UNINA9910790415903321"]
[null,null,"Autore",null,"Gronlund Jay."]
[null,null,"Titolo",null,"Basics of branding : a practical guide for managers / / Jay Gronlund"]
[null,null,"Pubbl/distr/stampa",null,"New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013"]
[null,null,"ISBN",null,"1-60649-593-3"]
[null,null,"Edizione",null,"[First edition.]"]
[null,null,"Descrizione fisica",null,"1 online resource (208 pages)"]
[null,null,"Collana",null,"Marketing strategy collection, , 2150-9662"]
[null,null,"Disciplina",null,"658.827"]
[null,null,"Soggetti",null,"Branding (Marketing)"]
[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","Part of: 2013 digital library."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references (pages 187-188) and index."]
[null,null,"Nota di contenuto",null,"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."]
[null,null,null,"Sommario/riassunto","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 "]
[{"$nulls":4},"process. This book will explain this process."]
[null,"2.","Record Nr.",null,"UNIORUON00393318"]
[null,null,"Autore",null,"BALAN, TEODOR"]
[null,null,"Titolo",null,"Acasa la Enescu / Teodor Balan"]
[null,null,"Pubbl/distr/stampa",null,"Bucuresti, : Editura Sport-Turism, 1977"]
[null,null,"Descrizione fisica",null,"163 p. ; 19 cm."]
[null,null,"Disciplina",null,"859"]
[null,null,"Soggetti",null,"ENESCU GEORGE"]
[{"$nulls":4},"MUSICA ROMENA"]
[null,null,"Lingua di pubblicazione",null,"Rumeno"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]