Branddigital

Author : Allen P. Adamson
Publisher : St. Martin's Press
Page : 308 pages
File Size : 41,8 Mb
Release : 2008-08-19
Category : Business & Economics
ISBN : 9780230614550

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BrandDigital by Allen P. Adamson Pdf

Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

Author : Felipe Pantoja,Shuang Wu
Publisher : Springer Nature
Page : 621 pages
File Size : 46,5 Mb
Release : 2022-04-04
Category : Business & Economics
ISBN : 9783030898830

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From Micro to Macro: Dealing with Uncertainties in the Global Marketplace by Felipe Pantoja,Shuang Wu Pdf

The focus of the volume is on dealing with uncertainties and challenges within the global marketplace brought by digital technology companies that are leveraging artificial intelligence, machine learning, cloud computing, robotic automation, augmented reality, and other recent advancements. Additionally, these companies operate in the sharing economy and offer collaborative consumption opportunities. Featuring contributions presented at the 2020 Academy of Marketing Science (AMS) Virtual Annual Conference, the enclosed contributions assess the impact of these radical and disruptive innovations on long-standing incumbents and traditional industries, as well as consumer experiences. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science

Author : Eleonora Cattaneo
Publisher : Kogan Page Publishers
Page : 361 pages
File Size : 52,6 Mb
Release : 2023-03-03
Category : Business & Economics
ISBN : 9781398606739

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Managing Luxury Brands by Eleonora Cattaneo Pdf

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

Author : Pia A. Albinsson,B. Y. Perera,Stephanie J. Lawson
Publisher : Edward Elgar Publishing
Page : 257 pages
File Size : 50,7 Mb
Release : 2024-04-12
Category : Business & Economics
ISBN : 9781035307531

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Understanding Collaborative Consumption by Pia A. Albinsson,B. Y. Perera,Stephanie J. Lawson Pdf

This dynamic book explores the importance of collaborative consumption, which is particularly relevant at a time when the sharing economy has established itself as part of the mainstream market. Nearly 40 expert scholars across the globe go beyond the existing literature to investigate understudied community efforts and spaces, including innovative topics such as hand-me-downs and coworking.

Author : Alice Pettey
Publisher : NDS Enterprises LLC
Page : 266 pages
File Size : 47,9 Mb
Release : 2023-09-30
Category : Design
ISBN : 9798988520115

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Branding Your Practice by Alice Pettey Pdf

Are you looking to brand your health or wellness practice? Then you’ve found the right book! Between these covers, you’ll find the information you need to understand what branding is, why you need to take control of your practice’s brand, AND - most importantly - the steps on how to do it. That’s right. I’m pulling back the curtain, & giving you the recipe to my secret sauce! Here’s a peek at what you’ll find inside: Part 1: Branding Benefits and Investment Understand what you are undertaking when you set about actively branding your practice and why you need to do it. Part 2: Foundations of Branding Develop an understanding of what branding is, all of the various parts, and how they contribute and intertwine with each other. Part 3: Creating Your Brand Get into the nitty-gritty of building your brand with direct questions that will have you setting benchmarks, defining standards, and determining your brand’s look, feel, and tone. Part 4: Internal Branding & Culture Look inside your practice at how you communicate with your staff and how your staff communicates with patients. Learn how to create a culture that promotes your brand inside the practice. Part 5: Social & Reputation Management How does the outside world see your practice & your brand? Learn about the touch points you have control over and how to optimize them for positive brand interactions. Explore social media and its role in reputation management. Part 6: References & Resources You’ll find all of the tools, worksheets, and websites referenced throughout the book. It is a great toolkit for while you’re initially working on your brand and for the ongoing process of managing it.

Author : Miles Young
Publisher : Bloomsbury Publishing USA
Page : 288 pages
File Size : 43,5 Mb
Release : 2018-01-16
Category : Education
ISBN : 9781635571479

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Ogilvy on Advertising in the Digital Age by Miles Young Pdf

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Author : Allen P. Adamson
Publisher : Palgrave Macmillan
Page : 257 pages
File Size : 44,9 Mb
Release : 2007-08-07
Category : Business & Economics
ISBN : 9781403984906

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BrandSimple: How the Best Brands Keep it Simple and Succeed by Allen P. Adamson Pdf

In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.

Author : Anonim
Publisher : Unknown
Page : 920 pages
File Size : 41,5 Mb
Release : 2004
Category : Buildings
ISBN : UCSD:31822033895483

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Home Power by Anonim Pdf

Author : Allen P. Adamson
Publisher : St. Martin's Press
Page : 288 pages
File Size : 52,9 Mb
Release : 2013-01-08
Category : Business & Economics
ISBN : 9781137332585

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The Edge: 50 Tips from Brands that Lead by Allen P. Adamson Pdf

In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand's image and integrity. In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.

Author : Francisco J. Martínez-López
Publisher : Springer Nature
Page : 314 pages
File Size : 41,8 Mb
Release : 2023-05-30
Category : Business & Economics
ISBN : 9783031318368

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Advances in Digital Marketing and eCommerce by Francisco J. Martínez-López Pdf

The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used.

Author : M. Merk
Publisher : Springer
Page : 213 pages
File Size : 42,7 Mb
Release : 2014-02-24
Category : Business & Economics
ISBN : 9781137347442

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Luxury Sales Force Management by M. Merk Pdf

The sales team can often make or break the success of new brands or products. This comprehensive guide provides strategies, models and checklists to help managers and directors strengthen the relationships of their firm's sales force with their own or other brands, maximizing turnover and profit in the long run.

Author : Steven Brough
Publisher : GRASPED Digital
Page : 29 pages
File Size : 44,5 Mb
Release : 2024-02-21
Category : Business & Economics
ISBN : 8210379456XXX

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16 GRASPED Personas in Online Reputation Management by Steven Brough Pdf

This guide delves into Online Reputation Management (ORM), highlighting the essential roles and strategic approaches for safeguarding and enhancing digital presence. It emphasizes the proactive and reactive measures needed to maintain a positive online image, navigating the complexities of digital interactions and public perceptions. The book stands out by focusing on the specialized personas in ORM, detailing their roles in crafting, maintaining, and restoring a brand's online image. It offers insights into the collaborative efforts required to manage digital reputation effectively, combining strategy, communication, and analytical prowess. Initiates the exploration of ORM's importance in the digital age, introducing the strategies and key players dedicated to managing and influencing online narratives. List of Personas ORM Specialist/Manager Content Creator/Writer Social Media Manager SEO Specialist Customer Service Representative PR/Crisis Manager These personas outline the collaborative framework necessary for successful ORM, showcasing the diverse skills and strategies employed to navigate the digital reputation landscape.

Author : Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashworth
Publisher : Springer
Page : 248 pages
File Size : 53,6 Mb
Release : 2014-11-25
Category : Business & Economics
ISBN : 9783319124247

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Rethinking Place Branding by Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashworth Pdf

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

Author : Andrew Corcoran
Publisher : Cambridge University Press
Page : 343 pages
File Size : 51,6 Mb
Release : 2023-04-30
Category : Business & Economics
ISBN : 9781009204361

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Integrated Digital Marketing in Practice by Andrew Corcoran Pdf

A comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.

Author : José Luís Reis
Publisher : Springer Nature
Page : 686 pages
File Size : 41,7 Mb
Release : 2024-05-20
Category : Electronic
ISBN : 9789819903337

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Marketing and Smart Technologies by José Luís Reis Pdf