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The art of digital marketing : the definitive guide to creating strategic, targeted, and measurable online campaigns / / Ian Dodson
| The art of digital marketing : the definitive guide to creating strategic, targeted, and measurable online campaigns / / Ian Dodson |
| Autore | Dodson Ian |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (viii, 385 p.) : $b ill |
| Disciplina | 658.8/72 |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
Màrqueting per Internet
Planificació estratègica Internet marketing Strategic planning |
| Soggetto genere / forma | Llibres electrònics |
| ISBN | 1-119-26571-1 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Preface -- 1. An introduction to digital marketing -- 2. Search engine optimization -- 3. Pay per click -- 4. Digital display advertising -- 5. Email marketing -- 6. Social media marketing (part 1) -- 7. Social media marketing (part 2) -- 8. Mobile marketing -- 9. Analytics -- 10. Strategy and planning -- Conclusion. |
| Record Nr. | UNINA-9910136781503321 |
Dodson Ian
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| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The B2B social media book [[electronic resource] ] : become a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more / / Kipp Bodnar and Jeffrey L. Cohen
| The B2B social media book [[electronic resource] ] : become a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more / / Kipp Bodnar and Jeffrey L. Cohen |
| Autore | Bodnar Kipp <1982-> |
| Pubbl/distr/stampa | Hoboken, NJ, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (242 p.) |
| Disciplina | 658.8/72 |
| Altri autori (Persone) | CohenJeffrey L. <1965-> |
| Soggetto topico |
Internet marketing
Social media - Economic aspects Online social networks - Economic aspects |
| ISBN |
1-118-21430-7
1-283-40187-8 9786613401878 1-118-21378-5 1-118-21393-9 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
The B2B Social Media Book: Become a Marketing Superstar; Contents; Foreword; Introduction We Didn't Wake Up One Day and Write This Book; How We Got Here; This Book Is an Offer; You Want More Examples?; What Did We Miss?; Are You Ready to Go?; I: The Fundamentals of Social Media Lead Generation; 1: Why B2B Is Better at Social Media Than B2C; The Marketing Status Quo; What Your Marketing Could Be; Five Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C Companies; When Social Media Isn't Right for B2B; B2B Social Media as an Annuity; Results Independent of Effort
Annuities Facilitate Scale Social Media Is Only One Piece; Building a Next-Generation B2B Marketing Team; Storytelling + Data Analysis = Great Social Media Marketer; The Perfect B2B Marketing Leader; Three B2B Social Media Steps to Superstardom; 2: Five-Step Social Media Lead Generation Process; Step 1: Getting the Basics Right; Step 2: Maximize Content Discovery; Step 3: Create Conversion Ubiquity; Step 4: Test and Fail Fast; Step 5: Optimize for Maximum Lead Flow; Three B2B Social Media Lead Generation Steps to Superstardom 3: Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!)Evolution of Search; Context as the Foundation of Search; Four On-Page Optimization Opportunities; Authority Drives Ranking; Three Strategies for Link Building Success; Changing Authority; Social Search and B2B; Unified Keyword Strategy; Rank Is Dead; Search Isn't Just Google; Three B2B Search Engine Optimization Steps to Superstardom; 4: How to Close the Loop of Social Media ROI; The Math of ROI; Calculating COCA; Understanding Total Lifetime Value; Social Media Is Good for COCA and TLV; Intent Is Attribution First- versus Last-Action Attribution Gathering the Data; Measuring to Superstardom; Integrating Marketing and Sales Databases; It Is Math, Not Hugs; Three B2B Social Media ROI Steps to Superstardom; 5: Reach: More Is Always Better; Being Targeted Isn't Enough; Be Able to Sell Anything; Six Time-Tested Methods for Building Reach; Remarkable and Frequent Content Fuels Reach; Paying for Reach Is Okay; Nearsightedness Kills Great Marketing; Three B2B Social Media Reach Building Steps to Superstardom; II: Social Media Lead Generation in Action; 6: Creating Ebooks and Webinars That Prospects Love Create Ebooks Everyone Wants The 10- Step Blueprint to Ebook Awesomeness; Webinars Are Low-Cost Trade Shows; Five Steps for an Engaging Webinar; Marketing with Existing Sales Tools; Storytelling with Video; Three Commandments of B2B Video; To YouTube or Not to YouTube, That Is the Question; Being Interesting Is the New Black; Three B2B Social Media Content Offer Steps to Superstardom; 7: Why You Are Already a Business Blogging Expert; The Origins of Corporate Blogging; The Thinking Part of Setting Up Your Business Blog; The Content Part of Setting Up Your Blog The Nuts and Bolts Part of Setting Up Your Blog |
| Record Nr. | UNINA-9910789881003321 |
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Bodnar Kipp <1982->
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| Hoboken, NJ, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The B2B social media book : become a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more / / Kipp Bodnar and Jeffrey L. Cohen
| The B2B social media book : become a marketing superstar by generating leads with blogging, Linkedin, Twitter, Facebook, email, and more / / Kipp Bodnar and Jeffrey L. Cohen |
| Autore | Bodnar Kipp <1982-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, NJ, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (242 p.) |
| Disciplina | 658.8/72 |
| Altri autori (Persone) | CohenJeffrey L. <1965-> |
| Soggetto topico |
Internet marketing
Social media - Economic aspects Online social networks - Economic aspects |
| ISBN |
1-118-21430-7
1-283-40187-8 9786613401878 1-118-21378-5 1-118-21393-9 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
The B2B Social Media Book: Become a Marketing Superstar; Contents; Foreword; Introduction We Didn't Wake Up One Day and Write This Book; How We Got Here; This Book Is an Offer; You Want More Examples?; What Did We Miss?; Are You Ready to Go?; I: The Fundamentals of Social Media Lead Generation; 1: Why B2B Is Better at Social Media Than B2C; The Marketing Status Quo; What Your Marketing Could Be; Five Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C Companies; When Social Media Isn't Right for B2B; B2B Social Media as an Annuity; Results Independent of Effort
Annuities Facilitate Scale Social Media Is Only One Piece; Building a Next-Generation B2B Marketing Team; Storytelling + Data Analysis = Great Social Media Marketer; The Perfect B2B Marketing Leader; Three B2B Social Media Steps to Superstardom; 2: Five-Step Social Media Lead Generation Process; Step 1: Getting the Basics Right; Step 2: Maximize Content Discovery; Step 3: Create Conversion Ubiquity; Step 4: Test and Fail Fast; Step 5: Optimize for Maximum Lead Flow; Three B2B Social Media Lead Generation Steps to Superstardom 3: Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!)Evolution of Search; Context as the Foundation of Search; Four On-Page Optimization Opportunities; Authority Drives Ranking; Three Strategies for Link Building Success; Changing Authority; Social Search and B2B; Unified Keyword Strategy; Rank Is Dead; Search Isn't Just Google; Three B2B Search Engine Optimization Steps to Superstardom; 4: How to Close the Loop of Social Media ROI; The Math of ROI; Calculating COCA; Understanding Total Lifetime Value; Social Media Is Good for COCA and TLV; Intent Is Attribution First- versus Last-Action Attribution Gathering the Data; Measuring to Superstardom; Integrating Marketing and Sales Databases; It Is Math, Not Hugs; Three B2B Social Media ROI Steps to Superstardom; 5: Reach: More Is Always Better; Being Targeted Isn't Enough; Be Able to Sell Anything; Six Time-Tested Methods for Building Reach; Remarkable and Frequent Content Fuels Reach; Paying for Reach Is Okay; Nearsightedness Kills Great Marketing; Three B2B Social Media Reach Building Steps to Superstardom; II: Social Media Lead Generation in Action; 6: Creating Ebooks and Webinars That Prospects Love Create Ebooks Everyone Wants The 10- Step Blueprint to Ebook Awesomeness; Webinars Are Low-Cost Trade Shows; Five Steps for an Engaging Webinar; Marketing with Existing Sales Tools; Storytelling with Video; Three Commandments of B2B Video; To YouTube or Not to YouTube, That Is the Question; Being Interesting Is the New Black; Three B2B Social Media Content Offer Steps to Superstardom; 7: Why You Are Already a Business Blogging Expert; The Origins of Corporate Blogging; The Thinking Part of Setting Up Your Business Blog; The Content Part of Setting Up Your Blog The Nuts and Bolts Part of Setting Up Your Blog |
| Record Nr. | UNINA-9910813188503321 |
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Bodnar Kipp <1982->
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| Hoboken, NJ, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Behavioral marketing : delivering personalized experiences at scale / / Dave Walters
| Behavioral marketing : delivering personalized experiences at scale / / Dave Walters |
| Autore | Walters Dave <1968-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2015 |
| Descrizione fisica | 1 online resource (255 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Customer relations Consumers' preferences |
| ISBN |
1-119-07639-0
1-119-17044-3 1-119-07643-9 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910131619903321 |
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Walters Dave <1968->
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| Hoboken, New Jersey : , : Wiley, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand admiration : building a business people love / / C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich
| Brand admiration : building a business people love / / C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich |
| Autore | Park C. Whan |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , [2016] |
| Descrizione fisica | 1 online resource (291 pages) : color illustrations |
| Disciplina | 658.8/27 |
| Soggetto topico |
Branding (Marketing)
Strategic planning Decision making |
| ISBN | 9781119308072 (eBook) |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: List of Figures List of Tables Author Biographies Foreword Preface: What Makes This Book Different? SECTION 1: THE BIG PICTURE Chapter 1 Why Brand Admiration? Introduction The Value of a Brand The Brand Admiration Management System Endnotes: Chapter 1 Chapter 2 Living Examples of Admired Brands Introduction Overview Admired Brand in the B2b Market Admired Brand in Non-Profit (Service) Market Admired Brand in International Market Types of Brands Key Takeaways What About your Brand? Endnotes: Chapter 2 Chapter 3 The Science Behind Brand Admiration Introduction Overview Brand Admiration Brand Trust, Love and Respect How to Build Brand Admiration Key Takeaways Endnotes: Chapter 3 SECTION 2: BUILDING ADMIRED BRANDS Chapter 4 Building Admiration from the Inside Introduction Overview Employees as Brand Building Resources Creating a Meaningful Mission Statement Enabling, Enticing and Enriching Features That Make the Mission Statement Come to Life Enabling, Enticing and Enriching Employees as People Key Takeaways What About your Brand? Endnotes: Chapter 4 Chapter 5 Building Brand Admiration Among External Customers Introduction Overview The Brand Positioning Statement Strategic Decisions for Developing a Positioning Statement Positioning Statement and Financial Goals Key Takeaways What About your Brand? Endnotes: Chapter 5 Chapter 6: Building Top-of-Mind Brand Recall Introduction Overview Key Issues in Tom Brand Recall Enhancing Tom Brand Recall Using Logos Designing Logos, Brand Names, Product/Package Designs Jointly Key Takeaways What About your Brand? Endnotes: Chapter 6 SECTION 3: STRENGTHENING AND LEVERAGING ADMIRED BRANDS Chapter 7: Strengthening Brand Admiration Introduction Overview Value Enhancement Strategies That Strengthen Brand Admiration Strategies That Manipulate Brand Benefits Strategies That Adjust a Benefit's Importance Weight Strategies That Create (Change) the Referent Thinking Broadly About Value Enhancement Strategies Key Takeaways What About your Brand? Endnotes: Chapter 7 Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects Introduction Overview Why Leverage an Admired Brand How to Leverage a Brand: Product and Brand Extension Strategies Key Takeaways What About your Brand? Endnotes: Chapter 8 Chapter 9 Leveraging Brand Admiration: Implementation Issues Introduction Overview When Are Product And Brand Extensions Most Likely To Be Successful? Is High Fit Always Necessary? Achieving Optimal Extension and Feedback Effects Over Time Key Takeaways What About your Brand? Endnotes: Chapter 9 Chapter 10 Brand Architecture Design Introduction Overview Brand Naming Options in Brand Architecture Design Designing The Structure of The Company's Brand Architecture Criteria in Choosing a Branding Option in the Company's Brand Architecture Periodic Assessment of Brand Architecture Design Brand Architecture Design: Key Takeaways What About your Brand? Endnotes: Chapter 10 SECTION 4: ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS Chapter 11 Measuring Brand Equity Introduction Overview Perspective on Brand Equity Measuring Brand Equity Appeal of the Brand Equity Measure Key Takeaways What About your Brand? Endnotes: Chapter 11 Chapter 12 Brand Dashboards Introduction Overview What Can a Brand Admiration Dashboard Do For You? The Brand Admiration Dashboard: An Illustrative Example Key Takeaways from This Chapter What About your Brand? Appendix Endnotes: Chapter 12 Afterword: Concluding Thoughts. |
| Record Nr. | UNINA-9910798643603321 |
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Park C. Whan
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| Hoboken : , : Wiley, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand admiration : building a business people love / / C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich
| Brand admiration : building a business people love / / C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich |
| Autore | Park C. Whan |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , [2016] |
| Descrizione fisica | 1 online resource (291 pages) : color illustrations |
| Disciplina | 658.8/27 |
| Soggetto topico |
Branding (Marketing)
Strategic planning Decision making |
| ISBN | 9781119308072 (eBook) |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: List of Figures List of Tables Author Biographies Foreword Preface: What Makes This Book Different? SECTION 1: THE BIG PICTURE Chapter 1 Why Brand Admiration? Introduction The Value of a Brand The Brand Admiration Management System Endnotes: Chapter 1 Chapter 2 Living Examples of Admired Brands Introduction Overview Admired Brand in the B2b Market Admired Brand in Non-Profit (Service) Market Admired Brand in International Market Types of Brands Key Takeaways What About your Brand? Endnotes: Chapter 2 Chapter 3 The Science Behind Brand Admiration Introduction Overview Brand Admiration Brand Trust, Love and Respect How to Build Brand Admiration Key Takeaways Endnotes: Chapter 3 SECTION 2: BUILDING ADMIRED BRANDS Chapter 4 Building Admiration from the Inside Introduction Overview Employees as Brand Building Resources Creating a Meaningful Mission Statement Enabling, Enticing and Enriching Features That Make the Mission Statement Come to Life Enabling, Enticing and Enriching Employees as People Key Takeaways What About your Brand? Endnotes: Chapter 4 Chapter 5 Building Brand Admiration Among External Customers Introduction Overview The Brand Positioning Statement Strategic Decisions for Developing a Positioning Statement Positioning Statement and Financial Goals Key Takeaways What About your Brand? Endnotes: Chapter 5 Chapter 6: Building Top-of-Mind Brand Recall Introduction Overview Key Issues in Tom Brand Recall Enhancing Tom Brand Recall Using Logos Designing Logos, Brand Names, Product/Package Designs Jointly Key Takeaways What About your Brand? Endnotes: Chapter 6 SECTION 3: STRENGTHENING AND LEVERAGING ADMIRED BRANDS Chapter 7: Strengthening Brand Admiration Introduction Overview Value Enhancement Strategies That Strengthen Brand Admiration Strategies That Manipulate Brand Benefits Strategies That Adjust a Benefit's Importance Weight Strategies That Create (Change) the Referent Thinking Broadly About Value Enhancement Strategies Key Takeaways What About your Brand? Endnotes: Chapter 7 Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects Introduction Overview Why Leverage an Admired Brand How to Leverage a Brand: Product and Brand Extension Strategies Key Takeaways What About your Brand? Endnotes: Chapter 8 Chapter 9 Leveraging Brand Admiration: Implementation Issues Introduction Overview When Are Product And Brand Extensions Most Likely To Be Successful? Is High Fit Always Necessary? Achieving Optimal Extension and Feedback Effects Over Time Key Takeaways What About your Brand? Endnotes: Chapter 9 Chapter 10 Brand Architecture Design Introduction Overview Brand Naming Options in Brand Architecture Design Designing The Structure of The Company's Brand Architecture Criteria in Choosing a Branding Option in the Company's Brand Architecture Periodic Assessment of Brand Architecture Design Brand Architecture Design: Key Takeaways What About your Brand? Endnotes: Chapter 10 SECTION 4: ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS Chapter 11 Measuring Brand Equity Introduction Overview Perspective on Brand Equity Measuring Brand Equity Appeal of the Brand Equity Measure Key Takeaways What About your Brand? Endnotes: Chapter 11 Chapter 12 Brand Dashboards Introduction Overview What Can a Brand Admiration Dashboard Do For You? The Brand Admiration Dashboard: An Illustrative Example Key Takeaways from This Chapter What About your Brand? Appendix Endnotes: Chapter 12 Afterword: Concluding Thoughts. |
| Record Nr. | UNINA-9910821647703321 |
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Park C. Whan
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| Hoboken : , : Wiley, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Business Analytics for Sales and Marketing Managers [[electronic resource] ] : How to Compete in the Information Age/ / Gert H.N. Laursen
| Business Analytics for Sales and Marketing Managers [[electronic resource] ] : How to Compete in the Information Age/ / Gert H.N. Laursen |
| Autore | Laursen Gert H. N |
| Pubbl/distr/stampa | Chichester, : Wiley, 2011 |
| Descrizione fisica | 1 online resource (258 p.) |
| Disciplina |
658.4/038011
658.8343 |
| Collana | Wiley and SAS Business Series |
| Soggetto topico |
Consumers' preferences - Research
Consumers - Research Business planning Consumers' preferences --Research Consumers --Research Management information systems |
| ISBN |
1-119-20067-9
1-283-05271-7 9786613052711 1-118-03036-2 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
CONTENTS; Preface; Acknowledgments; Chapter 1: Introduction; Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level; Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe; Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition Activities; Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities; Chapter 6: Lead Information for Customer Retention; Chapter 7: Working with Lag Information; Chapter 8: Working with Learning Information: The Recipe; Chapter 9: Case Study of a Retention Strategy
About the AuthorIndex |
| Record Nr. | UNINA-9910141013903321 |
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Laursen Gert H. N
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| Chichester, : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Business Analytics for Sales and Marketing Managers : How to Compete in the Information Age/ / Gert H.N. Laursen
| Business Analytics for Sales and Marketing Managers : How to Compete in the Information Age/ / Gert H.N. Laursen |
| Autore | Laursen Gert H. N |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Chichester, : Wiley, 2011 |
| Descrizione fisica | 1 online resource (258 p.) |
| Disciplina |
658.4/038011
658.8343 |
| Collana | Wiley and SAS Business Series |
| Soggetto topico |
Consumers' preferences - Research
Consumers - Research Business planning Consumers' preferences --Research Consumers --Research Management information systems |
| ISBN |
1-119-20067-9
1-283-05271-7 9786613052711 1-118-03036-2 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
CONTENTS; Preface; Acknowledgments; Chapter 1: Introduction; Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level; Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe; Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition Activities; Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities; Chapter 6: Lead Information for Customer Retention; Chapter 7: Working with Lag Information; Chapter 8: Working with Learning Information: The Recipe; Chapter 9: Case Study of a Retention Strategy
About the AuthorIndex |
| Record Nr. | UNINA-9910825406503321 |
|
Laursen Gert H. N
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| Chichester, : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Follow the feeling : brand building in a noisy world / / Kai D. Wright
| Follow the feeling : brand building in a noisy world / / Kai D. Wright |
| Autore | Wright Kai |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2019 |
| Descrizione fisica | 1 online resource (307 pages) |
| Disciplina | 658.8/27 |
| Soggetto topico | Branding (Marketing) |
| ISBN |
1-119-60048-0
1-119-60053-7 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Inside out : what's the value of being an outsider? -- Going haywire : what's the relationship between economics and communication? -- Resonance versus share of voice : in what direction is technology propelling us? -- Creativity applied strategically : what parts of a "brand" matter most to a digitally wired audience? -- Communication as a system : how does communication work in society? -- Lexicon triggers : branding objective: appeal to a "tribe" -- Audio cues : branding objective: develop instant recognition -- Visual stimuli : branding objective: become a "controversial" brand -- Experience drivers : branding objective: close the feedback loop -- Cultural connections : branding objective: align thoughts and actions -- Following the feeling: what's the role of technology in following the feeling? |
| Altri titoli varianti | Brand building in a noisy world |
| Record Nr. | UNINA-9910793780803321 |
|
Wright Kai
|
||
| Hoboken, New Jersey : , : Wiley, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Follow the feeling : brand building in a noisy world / / Kai D. Wright
| Follow the feeling : brand building in a noisy world / / Kai D. Wright |
| Autore | Wright Kai |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2019 |
| Descrizione fisica | 1 online resource (307 pages) |
| Disciplina | 658.8/27 |
| Soggetto topico | Branding (Marketing) |
| ISBN |
1-119-60048-0
1-119-60053-7 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Inside out : what's the value of being an outsider? -- Going haywire : what's the relationship between economics and communication? -- Resonance versus share of voice : in what direction is technology propelling us? -- Creativity applied strategically : what parts of a "brand" matter most to a digitally wired audience? -- Communication as a system : how does communication work in society? -- Lexicon triggers : branding objective: appeal to a "tribe" -- Audio cues : branding objective: develop instant recognition -- Visual stimuli : branding objective: become a "controversial" brand -- Experience drivers : branding objective: close the feedback loop -- Cultural connections : branding objective: align thoughts and actions -- Following the feeling: what's the role of technology in following the feeling? |
| Altri titoli varianti | Brand building in a noisy world |
| Record Nr. | UNINA-9910826138803321 |
|
Wright Kai
|
||
| Hoboken, New Jersey : , : Wiley, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
