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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
Opac: Controlla la disponibilità qui
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
Opac: Controlla la disponibilità qui
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-9910822046003321
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
Opac: Controlla la disponibilità qui
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  
MDPI - Multidisciplinary Digital Publishing Institute, 2019
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
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
Ivona Antonietta  
Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2021
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
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
Twitter
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
Nam Yoonjae  
Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2020
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui