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Brand Harmony : Achieving Dynamic Results by Orchestrating Your Customer's Total Experience
| Brand Harmony : Achieving Dynamic Results by Orchestrating Your Customer's Total Experience |
| Autore | Yastrow Steve |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Cork, : BookBaby, 2010 |
| Descrizione fisica | 1 online resource (211 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Business names
Marketing |
| ISBN | 1-59079-282-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Front Cover; Title Page; Copyright; Contents; Acknowledgements; How to Use This Book; 1 The Parable of the Concert; How Was Your Experience?; 2 How Brand Impressions Are Formed... and Why It Matters; Everything Is Marketing; 3 Brute Force Branding...and Why It Doesn't Work; Bigger, Louder, More Clever. Who Cares?; 4 Brand Harmony; What Does It Sound Like to Be Your Customer?; 5 Designing Brand Harmony; Forget Your "Unique Selling Proposition." What's Your "Desired Brand Perception?"; 6 Be the Brand!; 7 The Will to Create Brand Harmony; Conclusion: Marketing's Copernican Revolution; Appendix
EndnotesGlossary |
| Altri titoli varianti | Brand Harmony |
| Record Nr. | UNINA-9910159428103321 |
Yastrow Steve
|
||
| Cork, : BookBaby, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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We : The Ideal Customer Relationship
| We : The Ideal Customer Relationship |
| Autore | Yastrow Steve |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Cork, : BookBaby, 2007 |
| Descrizione fisica | 1 online resource (263 p.) |
| Disciplina | 658.8/12 |
| Soggetto topico |
Customer relations
Customer services Relationship marketing |
| ISBN | 1-59079-284-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover Page; Title Page; Copyright; CONTENTS; one; WHY WE?; The Essential Question; Think "We"; You Can Create We Relationships; Relationship: From "Us & Them" to "We"; Marketing Teaches Us the Wrong Things About Marketing; "I and Thou"-Seeing an Old Idea in a New Light; From Experience to Engagement; two; ENCOUNTERS: THE BUILDING BLOCKS OFWE RELATIONSHIPS; Transactions vs. Encounters; At the Crossroads of We: The Three Elements of a We Encounter; Encounter Element #1: Engagement in the Moment; Encounter Element #2: Conversation; Encounter Element #3: Uniqueness
The Encounter's Afterglow: The Feeling of "With"three; FROM ENCOUNTER TO RELATIONSHIP: THE ONGOING CONVERSATION; A Relationship Forms from a Continuity of Encounters; Memory Is the Connection Between Encounters; The Rhythm of Encounter-Building Momentum in Your Relationship; The Mix of Moments-Milestones and Bridges; The Continuity of Encounters Becomes an Ongoing Conversation; four; THE CONTINUITY DEVELOPS: REVEALING THE WAY WE COMPLEMENT EACH OTHER; Complementary Understanding, Goals, Actions, Outcomes; Complementary Understanding: We Know Each Other in Relation to Ourselves Complementary Goals: We Believe that What Is Good for One Is Good for the OtherComplementary Actions: We Do Things that Are Mutually Reinforcing; Complementary Outcomes: We Both Benefit from Each Other's Success; five; WE AMONG MANY: RELATIONSHIPS BETWEEN ORGANIZATIONS; Organizational Relationships Are Built from Individual Relationships; Ensure that Employees Understand How to Create We Relationships; Ensure that Employees Can Create We Relationships; Many of Them, Many of You; six; WE-THE BENEFITS ENDURE; Our Shared Future-What's Next Matters as Much as What Is; ACKNOWLEDGEMENTS |
| Altri titoli varianti | We |
| Record Nr. | UNINA-9910159428003321 |
|
Yastrow Steve
|
||
| Cork, : BookBaby, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||