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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 online resource (122 p.) |
| Soggetto non controllato |
attachment
B2C tourism online behavioural e-loyalty bibliometric analysis brand brand equity brand love commitment consumer consumer engagement customer customer loyalty e-commerce earnings engagement financial performance local food mapping study online booking purchases PLS-SEM purchase intentions re-purchase intentions retail revisit intentions satisfaction shopping experience shopping frequency shopping time structural equation modeling (SEM) transaction costs trust unlisted firms value chain website website quality |
| 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 online resource (508 p.) |
| Soggetto topico | Development economics and emerging economies |
| Soggetto non controllato |
"borgo"
agriculture brand equity Camino de Santiago case study cinema cultural ecosystem services Curonian Lagoon development disaffected citizens downshifting ecosystem experiential tourism filmic discourses gendered interpretation heritage preservation heritagisation landscape landscapes local development local resources marginal areas multifunctional agriculture n/a National Strategy for Inner Areas (SNAI Nemunas Delta organic agriculture peripheral areas periurban periurban parks permaculture Romania rural area rural areas rural development rural hospitality services rural revitalization rural tourism sport stakeholders Strategia Nazionale per le Aree Interne) sustainability sustainability matrix sustainable development sustainable local development sustainable rural tourism sustainable tourism territorial identity territorial valorization tourism tourism development Transylvania Triple Bottom Line |
| 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 online resource (290 p.) |
| Soggetto topico |
Humanities
Social interaction |
| Soggetto non controllato |
Airbnb
attitude toward tourism destination Big Five personality traits brand awareness brand equity brand image city branding consumption value COVID-19 crowdfunding cultural consensus cultural consonance destination image dimensions of interest e-WOM era of big data Generation Y graffiti improve customer satisfaction inductive approach information characteristics inner innovativeness latent Dirichlet allocation mobile applications multiscale GWR musicals nighttime light remote sensing oblique photography online hotel reviews online review online reviews online travel agency OpenStreetMap organization-public relationship orientation overtourism perceived risk personality characteristics place-visitor relationship presence purchase decisions rural tourism shared short-term rental sharing economy smart city smart tourism smart tourism city SNSs social characteristics social media social media usage characteristics social media use social network analysis social networking service social networks spatial variance stakeholders sustainable development sustainable tourism technology acceptance model text analytics text mining the intention to visit festival theory of planned behavior topic modeling tourism tourism 4.0 tourist destinations travel reality variety program trust trustworthiness viewing motivation viewing satisfaction volunteered geographic information |
| 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 | ||
| ||