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 |
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 | ||
|
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 | ||
|
Profiting from services and solutions : what product-centric firms need to know / / Valarie A. Zeithaml, Stephen W. Brown, Mary Jo Bitner, and Jim Salas |
Autore | Zeithaml Valarie A. |
Edizione | [First edition.] |
Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
Descrizione fisica | 1 online resource (134 p.) |
Disciplina | 658.575 |
Collana | Service systems and innovations in business and society collection |
Soggetto topico |
Service industries
Manufacturing industries Production management New products |
Soggetto genere / forma | Electronic books. |
Soggetto non controllato |
solutions
solutions marketing servitization service- oriented service transition service strategies service scorecard service marketing service leadership service innovation service infusion service design service continuum service-centered product-service systems organizational culture integrated solutions integrated product services growth through service customization customer centricity collaboration classification of services change management business-to-business |
ISBN | 1-60649-749-9 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Introduction: transitioning from products to services and solutions -- The service infusion continuum -- Company configuration for services and solutions -- Capabilities: skills, training, and technology -- Customization: balancing uniqueness with operational realities -- Collaboration with customers: engaging customers in service and solution design, development, and challenges to offering new services and solutions -- Conclusion: cultivating a service and solution -- Appendix 1. Research approach, resources, and methodology -- Appendix 2. Company interview guide -- About the authors -- Notes -- References -- Index. |
Record Nr. | UNINA-9910464297003321 |
Zeithaml Valarie A. | ||
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Profiting from services and solutions : what product-centric firms need to know / / Valarie A. Zeithaml, Stephen W. Brown, Mary Jo Bitner, and Jim Salas |
Autore | Zeithaml Valarie A. |
Edizione | [First edition.] |
Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
Descrizione fisica | 1 online resource (134 p.) |
Disciplina | 658.575 |
Collana | Service systems and innovations in business and society collection |
Soggetto topico |
Service industries
Manufacturing industries Production management New products |
Soggetto non controllato |
solutions
solutions marketing servitization service- oriented service transition service strategies service scorecard service marketing service leadership service innovation service infusion service design service continuum service-centered product-service systems organizational culture integrated solutions integrated product services growth through service customization customer centricity collaboration classification of services change management business-to-business |
ISBN | 1-60649-749-9 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Introduction: transitioning from products to services and solutions -- The service infusion continuum -- Company configuration for services and solutions -- Capabilities: skills, training, and technology -- Customization: balancing uniqueness with operational realities -- Collaboration with customers: engaging customers in service and solution design, development, and challenges to offering new services and solutions -- Conclusion: cultivating a service and solution -- Appendix 1. Research approach, resources, and methodology -- Appendix 2. Company interview guide -- About the authors -- Notes -- References -- Index. |
Record Nr. | UNINA-9910789306403321 |
Zeithaml Valarie A. | ||
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Profiting from services and solutions : what product-centric firms need to know / / Valarie A. Zeithaml, Stephen W. Brown, Mary Jo Bitner, and Jim Salas |
Autore | Zeithaml Valarie A. |
Edizione | [First edition.] |
Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
Descrizione fisica | 1 online resource (134 p.) |
Disciplina | 658.575 |
Collana | Service systems and innovations in business and society collection |
Soggetto topico |
Service industries
Manufacturing industries Production management New products |
Soggetto non controllato |
solutions
solutions marketing servitization service- oriented service transition service strategies service scorecard service marketing service leadership service innovation service infusion service design service continuum service-centered product-service systems organizational culture integrated solutions integrated product services growth through service customization customer centricity collaboration classification of services change management business-to-business |
ISBN | 1-60649-749-9 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Introduction: transitioning from products to services and solutions -- The service infusion continuum -- Company configuration for services and solutions -- Capabilities: skills, training, and technology -- Customization: balancing uniqueness with operational realities -- Collaboration with customers: engaging customers in service and solution design, development, and challenges to offering new services and solutions -- Conclusion: cultivating a service and solution -- Appendix 1. Research approach, resources, and methodology -- Appendix 2. Company interview guide -- About the authors -- Notes -- References -- Index. |
Record Nr. | UNINA-9910821696903321 |
Zeithaml Valarie A. | ||
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|