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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
Innovative Agrifood Supply Chain in the Post-COVID 19 Era
Innovative Agrifood Supply Chain in the Post-COVID 19 Era
Autore Skalkos Dimitris
Pubbl/distr/stampa MDPI - Multidisciplinary Digital Publishing Institute, 2022
Descrizione fisica 1 electronic resource (194 p.)
Soggetto topico Research & information: general
Biology, life sciences
Food & society
Soggetto non controllato food packaging
plastic
recycling
knowledge
impact
questionnaire survey
traditional foods
consumer trust
confidence and satisfaction
post COVID-19 period
postprandial bioactivity
bioactive compounds
metabolic biomarkers
functional cookies
olive paste
edible insects
sustainability
information
traceability
package information
product information
quality information
process information
personal information
post-COVID-19 era
agri-food supply chain
environment
NbSs
eco-innovation
constructed wetlands
post-COVID-19
edible films
whey protein isolate
essential oils
rosemary
ginger
lamb minced meat
mechanical properties
microbiology
passive sampling
marine aquaculture
organic pollutants
solid-phase extraction
omega-3 fatty acids
bakery snacks
sensory evaluation
in vitro nutritional functionality
antithrombotic
anti-inflammatory
pork meat
market research
open innovation
sustainable supply chain management
measurement instrument
critical factors
practices
performance
Greece
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910576878203321
Skalkos Dimitris  
MDPI - Multidisciplinary Digital Publishing Institute, 2022
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Microbiotechnology Based Surfactants and Their Applications
Microbiotechnology Based Surfactants and Their Applications
Autore Rahman Pattanathu K. S. M.
Pubbl/distr/stampa Frontiers Media SA, 2016
Descrizione fisica 1 electronic resource (126 pages)
Collana Frontiers Research Topics.
Soggetto non controllato rhlABC gene
biosurfactant
Bioemulsifier
Actinobacteria
Rhamnolipid
market research
Renewable substrate
deep sea bacterium
Dietzia maris
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910758469703321
Rahman Pattanathu K. S. M.  
Frontiers Media SA, 2016
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui