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#MarcaFemenina : marca consciente, marca auténtica / / Mireia Cabero and Raquel Cánovas
| #MarcaFemenina : marca consciente, marca auténtica / / Mireia Cabero and Raquel Cánovas |
| Autore | Cabero Mireia |
| Pubbl/distr/stampa | Barcelona : , : Editorial UOC, , [2018] |
| Descrizione fisica | 1 online resource (154 páginas) : ilustraciones |
| Disciplina | 658.827 |
| Collana | Manuales series |
| Soggetto topico |
Branding (Marketing)
Feminism Self-actualization (Psychology) in women |
| ISBN |
84-9180-271-1
84-9180-270-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Altri titoli varianti |
MarcaFemenina
Marca femenina |
| Record Nr. | UNINA-9910793534803321 |
Cabero Mireia
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| Barcelona : , : Editorial UOC, , [2018] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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#MarcaFemenina : marca consciente, marca auténtica / / Mireia Cabero and Raquel Cánovas
| #MarcaFemenina : marca consciente, marca auténtica / / Mireia Cabero and Raquel Cánovas |
| Autore | Cabero Mireia |
| Pubbl/distr/stampa | Barcelona : , : Editorial UOC, , [2018] |
| Descrizione fisica | 1 online resource (154 páginas) : ilustraciones |
| Disciplina | 658.827 |
| Collana | Manuales series |
| Soggetto topico |
Branding (Marketing)
Feminism Self-actualization (Psychology) in women |
| ISBN |
84-9180-271-1
84-9180-270-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Altri titoli varianti |
MarcaFemenina
Marca femenina |
| Record Nr. | UNINA-9910813543903321 |
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Cabero Mireia
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| Barcelona : , : Editorial UOC, , [2018] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri
| Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri |
| Autore | Vinjamuri David <1964-> |
| Pubbl/distr/stampa | Hoboken, NJ, : John Wiley & Sons, Inc., c2008 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina |
658.8/27
658.827 |
| Soggetto topico |
Branding (Marketing) - United States
Entrepreneurship - United States Serendipity - United States Businesspeople - United States |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-281-28513-7
9786611285135 0-470-28208-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
ACCIDENTAL BRANDING: How Ordinary People Build Extraordinary Brands; Acknowledgments; Contents; Foreword: Carolyn Kepcher; Introduction; WHAT IS AN ACCIDENTAL BRAND?; THE ACCIDENTAL BRAND-BUILDER IN YOU; RULE #1 - DO SWEAT THE SMALL STUFF; RULE #2 - PICK A FIGHT; RULE #3 - BE YOUR OWNCUSTOMER; RULE #4 - BE UNNATURALLY PERSISTENT; RULE #5 - BUILD A MYTH; RULE #6 - BE FAITHFUL; PUTTING IT ALL TOGETHER; THE STORYTELLER: JOHN PETERMAN (J. PETERMAN); THE CONTRARIAN: CRAIG NEWMARK (CRAIGSLIST); THE TINKERER: GARY ERICKSON (CLIF BAR)
THE VISIONARY AND THE STRATEGIST: MYRIAM ZAOUI AND ERIC MALKA (THE ART OF SHAVING)STEP 1: PREPARE; STEP 2: LATHER UP!; STEP 3: SHAVE; STEP 4: MOISTURIZE; THE PUGILIST: GERT BOYLE (COLUMBIA SPORTSWEAR); THE PERFECTIONIST: JULIE AIGNER-CLARK (BABY EINSTEIN); THE ANARCHIST: ROXANNE QUIMBY (BURT'S BEES); AFTERWORD; Index |
| Record Nr. | UNINA-9910451314503321 |
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Vinjamuri David <1964->
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| Hoboken, NJ, : John Wiley & Sons, Inc., c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri
| Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri |
| Autore | Vinjamuri David <1964-> |
| Pubbl/distr/stampa | Hoboken, NJ, : John Wiley & Sons, Inc., c2008 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina |
658.8/27
658.827 |
| Soggetto topico |
Branding (Marketing) - United States
Entrepreneurship - United States Serendipity - United States Businesspeople - United States |
| ISBN |
1-281-28513-7
9786611285135 0-470-28208-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
ACCIDENTAL BRANDING: How Ordinary People Build Extraordinary Brands; Acknowledgments; Contents; Foreword: Carolyn Kepcher; Introduction; WHAT IS AN ACCIDENTAL BRAND?; THE ACCIDENTAL BRAND-BUILDER IN YOU; RULE #1 - DO SWEAT THE SMALL STUFF; RULE #2 - PICK A FIGHT; RULE #3 - BE YOUR OWNCUSTOMER; RULE #4 - BE UNNATURALLY PERSISTENT; RULE #5 - BUILD A MYTH; RULE #6 - BE FAITHFUL; PUTTING IT ALL TOGETHER; THE STORYTELLER: JOHN PETERMAN (J. PETERMAN); THE CONTRARIAN: CRAIG NEWMARK (CRAIGSLIST); THE TINKERER: GARY ERICKSON (CLIF BAR)
THE VISIONARY AND THE STRATEGIST: MYRIAM ZAOUI AND ERIC MALKA (THE ART OF SHAVING)STEP 1: PREPARE; STEP 2: LATHER UP!; STEP 3: SHAVE; STEP 4: MOISTURIZE; THE PUGILIST: GERT BOYLE (COLUMBIA SPORTSWEAR); THE PERFECTIONIST: JULIE AIGNER-CLARK (BABY EINSTEIN); THE ANARCHIST: ROXANNE QUIMBY (BURT'S BEES); AFTERWORD; Index |
| Record Nr. | UNINA-9910784991303321 |
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Vinjamuri David <1964->
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| Hoboken, NJ, : John Wiley & Sons, Inc., c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The activation imperative : how to build brands and business by inspiring action / / William Rosen and Laurence Minsky
| The activation imperative : how to build brands and business by inspiring action / / William Rosen and Laurence Minsky |
| Autore | Rosen William <1963-> |
| Pubbl/distr/stampa | Lanham, Maryland : , : Rowman & Littlefield, , 2017 |
| Descrizione fisica | 1 online resource (223 pages) : color illustrations |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Product management |
| ISBN | 1-4422-5705-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Aim for greater roi: the activation imperative method -- Ready, set, aim -- Broadcast, billboards, branding, and more -- Start with the shopper (marketing) -- Connecting with digital, social, and mobile -- Come and get it: content and in-bound marketing -- The importance of being direct (database and CRM, too) -- Join us: the world of participation and promotion marketing -- Are you experiential? -- Now a word from your sponsor(ships) -- Build your relationship(s) with PR and brand journalism -- Aim for optimal activation. |
| Record Nr. | UNINA-9910798953203321 |
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Rosen William <1963->
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| Lanham, Maryland : , : Rowman & Littlefield, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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The activation imperative : how to build brands and business by inspiring action / / William Rosen and Laurence Minsky
| The activation imperative : how to build brands and business by inspiring action / / William Rosen and Laurence Minsky |
| Autore | Rosen William <1963-> |
| Pubbl/distr/stampa | Lanham, Maryland : , : Rowman & Littlefield, , 2017 |
| Descrizione fisica | 1 online resource (223 pages) : color illustrations |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Product management |
| ISBN | 1-4422-5705-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Aim for greater roi: the activation imperative method -- Ready, set, aim -- Broadcast, billboards, branding, and more -- Start with the shopper (marketing) -- Connecting with digital, social, and mobile -- Come and get it: content and in-bound marketing -- The importance of being direct (database and CRM, too) -- Join us: the world of participation and promotion marketing -- Are you experiential? -- Now a word from your sponsor(ships) -- Build your relationship(s) with PR and brand journalism -- Aim for optimal activation. |
| Record Nr. | UNINA-9910810267703321 |
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Rosen William <1963->
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| Lanham, Maryland : , : Rowman & Littlefield, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in international marketing [[electronic resource] ] . Volume 23 Interdisciplinary approaches to product design, innovation, & branding in international marketing / / edited by K. Scott Swan, Shaoming Zou
| Advances in international marketing [[electronic resource] ] . Volume 23 Interdisciplinary approaches to product design, innovation, & branding in international marketing / / edited by K. Scott Swan, Shaoming Zou |
| Pubbl/distr/stampa | Bingley, : Emerald, 2012 |
| Descrizione fisica | 1 online resource (360 p.) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
SwanK. Scott
ZouShaoming |
| Collana | Advances in international marketing |
| Soggetto topico |
Export marketing
International business enterprises |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-58872-2
9786613901170 1-78190-017-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
FRONT COVER; INTERDISCIPLINARY APPROACHES TO PRODUCT DESIGN, INNOVATION, & BRANDING IN INTERNATIONAL MARKETING; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; INTRODUCTION; ACKNOWLEDGMENT; REFERENCES; PART I: INTERDISCIPLINARY APPROACHES TO BRANDING; BUILDING MARKET-BASED ASSETS IN A GLOBALLY COMPETITIVE MARKET: A LONGITUDINAL STUDY OF AUTOMOTIVE BRANDS; WHY BUILDING MARKETING ASSETS MATTERS; CONSUMER-BASED DIMENSIONS OF BRAND EQUITY; CONCEPTUAL FRAMEWORK; METHOD; RESULTS; DISCUSSION; LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH; REFERENCES
TRANSFERRING CORPORATE BRAND IMAGE TO LOCAL MARKETS: GOVERNANCE DECISIONS FOR MARKET ENTRY AND GLOBAL BRANDING STRATEGYTHE RELATION BETWEEN BRAND AND GOVERNANCE; FACTORS AFFECTING BRAND GOVERNANCE FORM DECISION; THEORETICAL AND MANAGERIAL RELEVANCE: ACTION PLAN FOR BRAND MARKET ENTRY; LIMITATIONS AND FUTURE RESEARCH DIRECTIONS; REFERENCES; THE IMPACT OF LUXURY BRAND-RETAILER CO-BRANDING STRATEGY ON CONSUMERS' EVALUATION OF LUXURY BRAND IMAGE: THE CASE OF TAIWAN; INTRODUCTION; LITERATURE REVIEW AND HYPOTHESES; METHODOLOGY; RESULTS; DISCUSSIONS AND IMPLICATIONS; LIMITATIONS AND FUTURE RESEARCH REFERENCESHOW SHOULD A GLOBAL BRAND MANAGER RESPOND TO AN AMBIGUOUS PRODUCT HARM CRISIS?; PRESSURE TO RESOLVE THE UNCERTAINTY REGARDING WHO'S TO BLAME: THE KEY ROLE OF UNCERTAINTY AVOIDANCE AND THE PERCEIVED SEVERITY OF A CRISIS; FACTORS INFLUENCING WHO TO BLAME IN ORDER TO RESOLVE THE UNCERTAINTY: THE ROLE OF PRIOR BELIEFS AND CROSS-CULTURAL DIFFERENCES IN INFORMATION PROCESSING BIASES; HOW TO RESPOND? THE IMPORTANCE OF TAILORING THE RESPONSE TO THE CULTURAL CONTEXT; NOTES; REFERENCES; PART II: INTERDISCIPLINARY APPROACHES TO PRODUCT DESIGN AND INNOVATION DESIGN IN THE EXPERIENCE ECONOMY: USING EMOTIONAL DESIGN FOR SERVICE INNOVATIONEMOTIONAL DESIGN; SERVICES AND EXPERIENCES; EXPERIENTIAL VALUE; AVOIDING A HOLLOW CORE; SERVICE CORE AND SERVICE AUGMENTATION; DESIGN; TRANSLATING THE VOICE OF THE CUSTOMER; DESIGN THINKING; THE CUSTOMER JOURNEY; EXPERIENCE STAGING; CONCLUSIONS; ACKNOWLEDGMENTS; REFERENCES; CROWDSOURCING FOR GOODNESS SAKE: IMPACT OF INCENTIVE PREFERENCE ON CONTRIBUTION BEHAVIOR FOR SOCIAL INNOVATION; CROWDSOURCING FOR SOCIAL INNOVATION; THE INFLUENCE OF MOTIVES AND OFFERED INCENTIVES ON CROWDSOURCING BEHAVIOR TOURNAMENT PARAMETERS AND THEIR IMPACT ON CONTRIBUTION BEHAVIORSCRAPLAP DESIGN CONTEST - THE EMPIRICAL STUDY; RESEARCH DESIGN; FINDINGS; DISCUSSION; NOTES; REFERENCES; REESTABLISHING STYLING AS A PRIME INTEREST FOR THE MANAGEMENT OF DESIGN; INTRODUCTION; THE TABOO ON STYLING IN DESIGN; MANAGING STYLING AND DESIGNERS AS STYLISTS; UNDERSTANDING STYLING BEYOND SUPERFICIAL DECORATION; DISCUSSION: A NEW RESEARCH AGENDA FOR STUDIES ON STYLING; REFERENCES; LEADERSHIP DEVELOPMENT BY DESIGN; INTRODUCTION; THE CHALLENGE OF WICKED PROBLEMS; ARE WICKED PROBLEMS GETTING ''WICKED-ER?'' ADDRESSING WICKED PROBLEMS |
| Record Nr. | UNINA-9910464963403321 |
| Bingley, : Emerald, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in National Brand and Private Label Marketing : 10th International Conference, 2023 / / edited by Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens
| Advances in National Brand and Private Label Marketing : 10th International Conference, 2023 / / edited by Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens |
| Autore | Gázquez-Abad Juan Carlos |
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2023 |
| Descrizione fisica | 1 online resource (156 pages) |
| Disciplina | 658.827 |
| Altri autori (Persone) |
Martínez-LópezFrancisco J
GielensKatrijn |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Branding (Marketing)
Ethnopsychology Customer relations - Management Branding Cross-Cultural Psychology Customer Relationship Management |
| ISBN |
9783031328947
9783031328930 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910726274303321 |
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Gázquez-Abad Juan Carlos
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| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in National Brand and Private Label Marketing : 11th International Conference, Oxford, UK, 2024 / / edited by Juan Carlos Gázquez-Abad, Nicoletta Occhiocupo, José Luis Ruiz-Real
| Advances in National Brand and Private Label Marketing : 11th International Conference, Oxford, UK, 2024 / / edited by Juan Carlos Gázquez-Abad, Nicoletta Occhiocupo, José Luis Ruiz-Real |
| Edizione | [1st ed. 2024.] |
| Pubbl/distr/stampa | Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 |
| Descrizione fisica | 1 online resource (153 pages) |
| Disciplina | 658.827 |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Branding (Marketing)
Ethnopsychology Customer relations - Management Branding Cross-Cultural Psychology Customer Relationship Management |
| ISBN | 3-031-69192-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. The Progression of Sustainable Private Label Marketing: A Literature Review of Past Achievements and Future Promises -- 2. National Brands and Private Labels: An Old Friendship -- 3. Emotional Value and Brand Attachment towards Private Label Brands: The Influence on Value Co-creation Behaviour and Customer Engagement -- 4. Fuelling Competition across Petrol Retail Brands: A discussion paper on the role of marketing as evidence of anti-competitive collusion -- 5. Acquiring Customers Through Click-and Collect, Price Matching, and Environmental Information -- 6. Generic Drug Shortages and Undifferentiated Competition -- 7. Is It Fun to Buy Fake Products In Street Vending? The Moderating Effect of the Predisposition to Make Rational Decisions -- 8. The Impact of Nutri-Score Label on Food Packages on Consumer Responses: An Eye Tracking Study in India -- 9. Sustainable Line Extensions as a Blueprint for Brand Visibility: Learning from the NoLo Spirits Experience -- 10. Beyond Labelling: Brand Perception in Preferences for Sustainable Pork Products -- 11. Building Upon Retailers’ Absorptive Capacity to Boost the Innovation Process During Times of Emergency -- 12. What Will Be the Areas of Competition between NB and PL in the Metaverse -- 13. How Has Assortment Size in Staples Categories Evolved over the Last Decade? The Case of Beer in Spain -- 14. “Unless I See, I Do Not Buy”: Display Share Impact on Private Label Online Sales -- 15. The Relationship between Retail Assortment Size and Sales What Do We Know So Far. |
| Record Nr. | UNINA-9910886990903321 |
| Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva
| Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva |
| Edizione | [1st ed. 2022.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2022 |
| Descrizione fisica | 1 online resource (206 pages) |
| Disciplina | 658.827 |
| Collana | Springer Proceedings in Business and Economics |
| Soggetto topico |
Marketing
Motivation research (Marketing) Strategic planning Leadership Market Psychology Business Strategy and Leadership |
| ISBN | 3-031-06581-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910574061103321 |
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2022 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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