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Basics of branding : a practical guide for managers / / Jay Gronlund
| Basics of branding : a practical guide for managers / / Jay Gronlund |
| Autore | Gronlund Jay. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013 |
| Descrizione fisica | 1 online resource (208 pages) |
| Disciplina | 658.827 |
| Collana | Marketing strategy collection |
| Soggetto topico | Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
basics of branding
positioning statement emotional branding consumer insights corporate branding global branding country branding market research creativity ideation innovation model brand names and logos B2B business-to-business value proposition value pricing commoditization marketing and sales alignment silos brand trust social media brand architecture personal branding employer branding brand equity B2C business-to-consumer |
| ISBN | 1-60649-593-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910453059603321 |
Gronlund Jay.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Basics of branding : a practical guide for managers / / Jay Gronlund
| Basics of branding : a practical guide for managers / / Jay Gronlund |
| Autore | Gronlund Jay. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013 |
| Descrizione fisica | 1 online resource (208 pages) |
| Disciplina | 658.827 |
| Collana | Marketing strategy collection |
| Soggetto topico | Branding (Marketing) |
| Soggetto non controllato |
basics of branding
positioning statement emotional branding consumer insights corporate branding global branding country branding market research creativity ideation innovation model brand names and logos B2B business-to-business value proposition value pricing commoditization marketing and sales alignment silos brand trust social media brand architecture personal branding employer branding brand equity B2C business-to-consumer |
| ISBN | 1-60649-593-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910790415903321 |
|
Gronlund Jay.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Customer Loyalty and Brand Management
| Customer Loyalty and Brand Management |
| Autore | Rubio Natalia |
| Pubbl/distr/stampa | MDPI - Multidisciplinary Digital Publishing Institute, 2019 |
| Descrizione fisica | 1 electronic resource (122 p.) |
| Soggetto non controllato |
trust
online booking purchases shopping time engagement local food website quality value chain shopping frequency bibliometric analysis retail PLS-SEM structural equation modeling (SEM) mapping study attachment consumer engagement customer loyalty e-commerce brand love shopping experience brand consumer purchase intentions transaction costs website brand equity financial performance behavioural e-loyalty commitment satisfaction re-purchase intentions earnings unlisted firms revisit intentions B2C tourism online customer |
| ISBN | 3-03921-336-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910367758403321 |
|
Rubio Natalia
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| MDPI - Multidisciplinary Digital Publishing Institute, 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sustainability of Rural Tourism and Promotion of Local Development
| Sustainability of Rural Tourism and Promotion of Local Development |
| Autore | Ivona Antonietta |
| Pubbl/distr/stampa | Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2021 |
| Descrizione fisica | 1 electronic resource (508 p.) |
| Soggetto topico | Development economics & emerging economies |
| Soggetto non controllato |
rural revitalization
rural tourism heritage preservation cinema filmic discourses rural areas landscapes gendered interpretation territorial identity Camino de Santiago sustainability landscape brand equity organic agriculture peripheral areas local development heritagisation sustainable rural tourism stakeholders disaffected citizens sustainable development Triple Bottom Line rural development agriculture sustainability matrix cultural ecosystem services ecosystem Nemunas Delta Curonian Lagoon permaculture downshifting development local resources marginal areas National Strategy for Inner Areas (SNAI Strategia Nazionale per le Aree Interne) sustainable local development experiential tourism Romania case study territorial valorization rural hospitality services Transylvania sport tourism "borgo" tourism development rural area sustainable tourism periurban multifunctional agriculture periurban parks |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910557625403321 |
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Ivona Antonietta
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| Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sustainable Tourism in the Social Media and Big Data Era
| Sustainable Tourism in the Social Media and Big Data Era |
| Autore | Nam Yoonjae |
| Pubbl/distr/stampa | Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2020 |
| Descrizione fisica | 1 electronic resource (290 p.) |
| Soggetto topico |
Humanities
Social interaction |
| Soggetto non controllato |
shared short-term rental
sustainable tourism online reviews purchase decisions social networks social media tourism volunteered geographic information OpenStreetMap nighttime light remote sensing social media usage characteristics Big Five personality traits personality characteristics social characteristics information characteristics e-WOM trust brand equity brand awareness brand image topic modeling latent Dirichlet allocation tourism 4.0 online travel agency online review text analytics improve customer satisfaction inductive approach dimensions of interest era of big data cultural consensus cultural consonance online hotel reviews trustworthiness technology acceptance model Generation Y overtourism organization-public relationship place-visitor relationship crowdfunding consumption value inner innovativeness perceived risk the intention to visit festival oblique photography mobile applications musicals city branding SNSs orientation smart tourism city smart tourism smart city sustainable development COVID-19 tourist destinations destination image stakeholders rural tourism social networking service theory of planned behavior social media use graffiti text mining social network analysis travel reality variety program viewing motivation viewing satisfaction presence attitude toward tourism destination spatial variance multiscale GWR sharing economy Airbnb |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910557103203321 |
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Nam Yoonjae
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| Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||