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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 | ||
| ||
Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II
| Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II |
| Autore | De Kluyver Cornelis A. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.4012 |
| Collana | Strategic management collection |
| Soggetto topico | Strategic planning |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
Strategy formulation
corporate strategy business unit strategy competitive advantage business model innovation value creation value proposition markets segmentation positioning value disciplines market participation supply chain infrastructure global management model global industry global branding outsourcing offshoring board of directors |
| ISBN | 1-63157-074-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. What is strategy? -- 2. Strategy and performance -- 3. Analyzing the external strategic environment -- 4. Analyzing an industry -- 5. Analyzing a company's strategic resource base -- 6. Formulating business unit strategy -- 7. Business unit strategy: contexts and special dimensions -- 8. Global strategy, fundamentals -- 9. Global strategy, adapting the business model -- 10. The board's role in strategic management -- Notes -- Index. |
| Record Nr. | UNINA-9910460523403321 |
|
De Kluyver Cornelis A.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II
| Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II |
| Autore | De Kluyver Cornelis A. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.4012 |
| Collana | Strategic management collection |
| Soggetto topico | Strategic planning |
| Soggetto non controllato |
Strategy formulation
corporate strategy business unit strategy competitive advantage business model innovation value creation value proposition markets segmentation positioning value disciplines market participation supply chain infrastructure global management model global industry global branding outsourcing offshoring board of directors |
| ISBN | 1-63157-074-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. What is strategy? -- 2. Strategy and performance -- 3. Analyzing the external strategic environment -- 4. Analyzing an industry -- 5. Analyzing a company's strategic resource base -- 6. Formulating business unit strategy -- 7. Business unit strategy: contexts and special dimensions -- 8. Global strategy, fundamentals -- 9. Global strategy, adapting the business model -- 10. The board's role in strategic management -- Notes -- Index. |
| Record Nr. | UNINA-9910787367603321 |
|
De Kluyver Cornelis A.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II
| Strategic management : an executive perspective / / Cornelis A. de Kluyver and John A. Pearce II |
| Autore | De Kluyver Cornelis A. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 |
| Descrizione fisica | 1 online resource (274 p.) |
| Disciplina | 658.4012 |
| Collana | Strategic management collection |
| Soggetto topico | Strategic planning |
| Soggetto non controllato |
Strategy formulation
corporate strategy business unit strategy competitive advantage business model innovation value creation value proposition markets segmentation positioning value disciplines market participation supply chain infrastructure global management model global industry global branding outsourcing offshoring board of directors |
| ISBN | 1-63157-074-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. What is strategy? -- 2. Strategy and performance -- 3. Analyzing the external strategic environment -- 4. Analyzing an industry -- 5. Analyzing a company's strategic resource base -- 6. Formulating business unit strategy -- 7. Business unit strategy: contexts and special dimensions -- 8. Global strategy, fundamentals -- 9. Global strategy, adapting the business model -- 10. The board's role in strategic management -- Notes -- Index. |
| Record Nr. | UNINA-9910807254503321 |
|
De Kluyver Cornelis A.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||