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Eating the big fish [[electronic resource] ] : how challenger brands can compete against brand leaders / / Adam Morgan
| Eating the big fish [[electronic resource] ] : how challenger brands can compete against brand leaders / / Adam Morgan |
| Autore | Morgan Adam |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, c2009 |
| Descrizione fisica | 1 online resource (363 p.) |
| Disciplina |
658.8
658.8/27 658.827 |
| Soggetto topico |
Product management
Brand name products - Management New products |
| ISBN |
0-470-52775-7
1-282-11291-0 9786612112911 1-118-25794-4 0-470-40995-9 0-470-40997-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
EATING THE BIG FISH: How Challenger Brands Can Compete Against Brand Leaders; Contents; Preface; THE NUMBER OF BRANDS OPENLY ADOPTING A CHALLENGER STANCE; THE DIVERSITY OF CHALLENGER STANCES; THE CHALLENGE TO THE FUNDAMENTAL WAY WE THINK ABOUT LONG-ESTABLISHED CATEGORIES; A STRATEGIC MODEL, WITH SOME CONSISTENT PRINCIPLES; CHANGING CRITERIA; AN OVERVIEW OF THE FLOW; Foreword; Part I: THE SIZE AND NATURE OF THE BIG FISH; Chapter 1: THE LAW OF INCREASING RETURNS; Chapter 2: THE CONSUMER ISN'T; Chapter 3: WHAT IS A CHALLENGER BRAND?; Part II: THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS
Chapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO: USING COMMUNICATIONS AND PUBLICITY TO ENTER SOCIAL CULTURE; Chapter 12: THE EIGHTH CREDO: BECOME IDEA-CENTERED, NOT CONSUMER-CENTERED Part III: APPLYING THE CHALLENGER PROGRAMChapter 13: WRITING THE CHALLENGER PROGRAM: THE TWO-DAY OFF-SITE; Chapter 14: THE SCOPE OF THE LIGHTHOUSE KEEPER; Part IV: MIND-SET, CULTURE, AND RISK; Chapter 15: CHALLENGER AS A STATE OF MIND: STAYING NUMBER ONE MEANS THINKING LIKE A NUMBER TWO; Chapter 16: RISK, WILL, AND THE CIRCLE OF ROPE; References and Sources; Acknowledgments for the Second Edition; Photo Credits; Index |
| Record Nr. | UNINA-9910830619103321 |
Morgan Adam
|
||
| Hoboken, N.J., : Wiley, c2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Eating the big fish [[electronic resource] ] : how challenger brands can compete against brand leaders / / Adam Morgan
| Eating the big fish [[electronic resource] ] : how challenger brands can compete against brand leaders / / Adam Morgan |
| Autore | Morgan Adam |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, c2009 |
| Descrizione fisica | 1 online resource (363 p.) |
| Disciplina |
658.8
658.8/27 658.827 |
| Soggetto topico |
Product management
Brand name products - Management New products |
| ISBN |
0-470-52775-7
1-282-11291-0 9786612112911 1-118-25794-4 0-470-40995-9 0-470-40997-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
EATING THE BIG FISH: How Challenger Brands Can Compete Against Brand Leaders; Contents; Preface; THE NUMBER OF BRANDS OPENLY ADOPTING A CHALLENGER STANCE; THE DIVERSITY OF CHALLENGER STANCES; THE CHALLENGE TO THE FUNDAMENTAL WAY WE THINK ABOUT LONG-ESTABLISHED CATEGORIES; A STRATEGIC MODEL, WITH SOME CONSISTENT PRINCIPLES; CHANGING CRITERIA; AN OVERVIEW OF THE FLOW; Foreword; Part I: THE SIZE AND NATURE OF THE BIG FISH; Chapter 1: THE LAW OF INCREASING RETURNS; Chapter 2: THE CONSUMER ISN'T; Chapter 3: WHAT IS A CHALLENGER BRAND?; Part II: THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS
Chapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO: USING COMMUNICATIONS AND PUBLICITY TO ENTER SOCIAL CULTURE; Chapter 12: THE EIGHTH CREDO: BECOME IDEA-CENTERED, NOT CONSUMER-CENTERED Part III: APPLYING THE CHALLENGER PROGRAMChapter 13: WRITING THE CHALLENGER PROGRAM: THE TWO-DAY OFF-SITE; Chapter 14: THE SCOPE OF THE LIGHTHOUSE KEEPER; Part IV: MIND-SET, CULTURE, AND RISK; Chapter 15: CHALLENGER AS A STATE OF MIND: STAYING NUMBER ONE MEANS THINKING LIKE A NUMBER TWO; Chapter 16: RISK, WILL, AND THE CIRCLE OF ROPE; References and Sources; Acknowledgments for the Second Edition; Photo Credits; Index |
| Record Nr. | UNINA-9910840939303321 |
|
Morgan Adam
|
||
| Hoboken, N.J., : Wiley, c2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin
| Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin |
| Pubbl/distr/stampa | Mumbai, : Himalaya Pub. House, 2009 |
| Descrizione fisica | 1 online resource (921 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | MohsinMuhammad |
| Collana | Encyclopaedia of brand equity management |
| Soggetto topico |
Branding (Marketing)
Brand name products - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-84880-1
9786612848803 1-4416-6210-3 93-5043-929-8 600-00-2831-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Vol 1 COVER; CONTENTS; INTRODUCTION; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY; Vol 2 COVER; CONTENTS; CONCEPT OF BRAND; BRAND AWARENESS; BRAND IMAGE; BRAND MANAGEMENT; BRAND LOYALTY; VALUES IN BRAND EQUITY; MARKETING COMMUNICATIONS; SIGNIFICANCE OF PACKAGING; BIBLIOGRAPHY; Vol 3 COVER; CONTENTS; DEVELOPMENT OF PRODUCT; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY |
| Record Nr. | UNINA-9910459351503321 |
| Mumbai, : Himalaya Pub. House, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin
| Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin |
| Pubbl/distr/stampa | Mumbai, : Himalaya Pub. House, 2009 |
| Descrizione fisica | 1 online resource (921 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | MohsinMuhammad |
| Collana | Encyclopaedia of brand equity management |
| Soggetto topico |
Branding (Marketing)
Brand name products - Management |
| ISBN |
1-282-84880-1
9786612848803 1-4416-6210-3 93-5043-929-8 600-00-2831-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Vol 1 COVER; CONTENTS; INTRODUCTION; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY; Vol 2 COVER; CONTENTS; CONCEPT OF BRAND; BRAND AWARENESS; BRAND IMAGE; BRAND MANAGEMENT; BRAND LOYALTY; VALUES IN BRAND EQUITY; MARKETING COMMUNICATIONS; SIGNIFICANCE OF PACKAGING; BIBLIOGRAPHY; Vol 3 COVER; CONTENTS; DEVELOPMENT OF PRODUCT; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY |
| Record Nr. | UNINA-9910784914603321 |
| Mumbai, : Himalaya Pub. House, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin
| Encyclopaedia of brand equity management . Vol. III [[electronic resource] /] / edited by Muhammad Mohsin |
| Pubbl/distr/stampa | Mumbai, : Himalaya Pub. House, 2009 |
| Descrizione fisica | 1 online resource (921 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | MohsinMuhammad |
| Collana | Encyclopaedia of brand equity management |
| Soggetto topico |
Branding (Marketing)
Brand name products - Management |
| ISBN |
1-282-84880-1
9786612848803 1-4416-6210-3 93-5043-929-8 600-00-2831-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Vol 1 COVER; CONTENTS; INTRODUCTION; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY; Vol 2 COVER; CONTENTS; CONCEPT OF BRAND; BRAND AWARENESS; BRAND IMAGE; BRAND MANAGEMENT; BRAND LOYALTY; VALUES IN BRAND EQUITY; MARKETING COMMUNICATIONS; SIGNIFICANCE OF PACKAGING; BIBLIOGRAPHY; Vol 3 COVER; CONTENTS; DEVELOPMENT OF PRODUCT; FUNDAMENTAL ELEMENTS; BRANDS AND TRADEMARKS; MARKET TESTING; BIBLIOGRAPHY |
| Record Nr. | UNINA-9910814921203321 |
| Mumbai, : Himalaya Pub. House, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grow the core [[electronic resource] ] : how to focus on your core business for brand success / / David Taylor
| Grow the core [[electronic resource] ] : how to focus on your core business for brand success / / David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 |
| Descrizione fisica | 1 online resource (255 p.) |
| Disciplina | 658 |
| Soggetto topico |
Brand name products - Management
Product management Strategic planning Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-20789-4
1-118-48468-1 1-283-94109-0 1-118-48469-X 1-118-48470-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Why grow the core? -- pt. II. Grow the core principles -- pt. III. Grow the core workouts -- pt. IV. The grow the core workplan. |
| Record Nr. | UNINA-9910141492803321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grow the core : how to focus on your core business for brand success / / David Taylor
| Grow the core : how to focus on your core business for brand success / / David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 |
| Descrizione fisica | 1 online resource (xvi, 237 pages) : illustrations (some color) |
| Disciplina | 658 |
| Collana | Gale eBooks |
| Soggetto topico |
Brand name products - Management
Product management Strategic planning Branding (Marketing) |
| ISBN |
1-119-20789-4
1-118-48468-1 1-283-94109-0 1-118-48469-X 1-118-48470-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Why grow the core? -- pt. II. Grow the core principles -- pt. III. Grow the core workouts -- pt. IV. The grow the core workplan. |
| Record Nr. | UNINA-9910677642203321 |
|
Taylor David <1964->
|
||
| Chichester, West Sussex, U.K., : John Wiley & Sons Ltd., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington
| How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington |
| Autore | Hannington Terry |
| Pubbl/distr/stampa | Aldershot, England ; ; Burlington, VT, : Gower, c2004 |
| Descrizione fisica | 1 online resource (110 p.) |
| Disciplina | 659.2 |
| Soggetto topico |
Corporate image
Brand name products - Management Corporations - Public relations |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-317-12067-1
1-317-12066-3 1-281-09817-5 9786611098179 0-7546-8297-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; List of figures; 1. Introduction; 2. What is the Difference Between a Brand and a Reputation?; 3. How is a Corporate Reputation Built Over Time?; 4. 360o Mapping of Stakeholder Influence; 5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications; 6. Researching your Organisation's Reputation; 7. The Results of your Research; 8. Building and Implementing the Plan; 9. Managing the Industry Analysts; 10. A Case in Point; 11. The Time to Take Action; Index |
| Record Nr. | UNINA-9910451156903321 |
|
Hannington Terry
|
||
| Aldershot, England ; ; Burlington, VT, : Gower, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington
| How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington |
| Autore | Hannington Terry |
| Pubbl/distr/stampa | Aldershot, England ; ; Burlington, VT, : Gower, c2004 |
| Descrizione fisica | 1 online resource (110 p.) |
| Disciplina | 659.2 |
| Soggetto topico |
Corporate image
Brand name products - Management Corporations - Public relations |
| ISBN |
1-315-58722-X
1-317-12067-1 1-317-12066-3 1-281-09817-5 9786611098179 0-7546-8297-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; List of figures; 1. Introduction; 2. What is the Difference Between a Brand and a Reputation?; 3. How is a Corporate Reputation Built Over Time?; 4. 360o Mapping of Stakeholder Influence; 5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications; 6. Researching your Organisation's Reputation; 7. The Results of your Research; 8. Building and Implementing the Plan; 9. Managing the Industry Analysts; 10. A Case in Point; 11. The Time to Take Action; Index |
| Record Nr. | UNINA-9910777033703321 |
|
Hannington Terry
|
||
| Aldershot, England ; ; Burlington, VT, : Gower, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington
| How to measure and manage your corporate reputation [[electronic resource] /] / Terry Hannington |
| Autore | Hannington Terry |
| Pubbl/distr/stampa | Aldershot, England ; ; Burlington, VT, : Gower, c2004 |
| Descrizione fisica | 1 online resource (110 p.) |
| Disciplina | 659.2 |
| Soggetto topico |
Corporate image
Brand name products - Management Corporations - Public relations |
| ISBN |
1-315-58722-X
1-317-12067-1 1-317-12066-3 1-281-09817-5 9786611098179 0-7546-8297-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Contents; List of figures; 1. Introduction; 2. What is the Difference Between a Brand and a Reputation?; 3. How is a Corporate Reputation Built Over Time?; 4. 360o Mapping of Stakeholder Influence; 5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications; 6. Researching your Organisation's Reputation; 7. The Results of your Research; 8. Building and Implementing the Plan; 9. Managing the Industry Analysts; 10. A Case in Point; 11. The Time to Take Action; Index |
| Record Nr. | UNINA-9910820560103321 |
|
Hannington Terry
|
||
| Aldershot, England ; ; Burlington, VT, : Gower, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
