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Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty: Vincent, Laurence: BOOKS KINOKUNIYA
รายละเอียดหนังสือ
Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
แต่งโดย Vincent, Laurence
สำนักพิมพ์ : Amacom Books
วันที่ตีพิมพ์ : 2012/03
Binding : Hardcover
เลขที่ISBN : 9780814416761

ราคาบนระบบBookWeb : THB 900.00
ราคาสำหรับสมาชิกบัตร KPC : THB 810.00

ข้อมูลสินค้าในคลัง : มีสินค้าในร้าน ปกติใช้เวลาประมาณ 3 วันทำการเพื่อจัดส่ง
ภาษา : English
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รายละเอียดหนังสือ
Source: ENG
Academic Descriptors: A48500000
Place of Publication: United States
Academic Level: Extracurricular
Table of Contents
 
Acknowledgments                                    ix
Introduction                                       1  (4)
    Chapter One Reality Check: It's Time to        5  (23)
    Move from Brandlore to Promising Brands
    Chapter Two Winning the Memory Game            28 (22)
    Chapter Three The Benefit of Your Brand        50 (20)
    Chapter Four Leveraging Portfolio Value        70 (30)
    Chapter Five Positioning Brands for Context    100(19)
    Chapter Six Brand Attachment: The Barefoot     119(26)
    Bandit and Our Sense of Self
    Chapter Seven Expressing the Promise: Brand    145(23)
    Narrative, Brand Voice, and Communications
    Strategy
    Chapter Eight Naming and Identity              168(19)
    Development
    Chapter Nine The Touching Experience: How      187(23)
    to Deliver on a Promise at Meaningful Touch
    Points
    Chapter Ten Brand Inside: Why People Are       210(31)
    the Key to Your Brand Strategy
Notes                                              241(8)
Index                                              249(9)
About the Author                                   258
 

Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. "Brand Real" is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.

Contents
CONTENTS Acknowledgments ix Introduction 1 Chapter 1Check: It's Time to Move from Brandlore to Promising Brands 5 Chapter 2: Winning the Memory Game 28 Chapter 3: The Benefi t of Your Brand 50 Chapter 4: Leveraging Portfolio Value 70 Chapter 5: Positioning Brands for Context 100 Chapter 6: Brand Attachment: The Barefoot Bandit and Our Sense of Self 119 Chapter 7: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy 145 Chapter 8: Naming and Identity Development 168 Chapter 9: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points 187 Chapter 10: Brand Inside: Why People Are the Key to Your Brand Strategy 210 Notes 241 Index 249 About the Author 258Will You Locate Your Business? 10 From Humble Beginnings to Great Enterprises 11 Pricing and Process 12 Words of Wisdom from the Trenches Appendix: Resources for Start-Ups and Expanding Businesses Index About the Authorsof Mouth * Property 3. Independent Credibility * Property 4. Th e Hidden Advantage of Word of Mouth: Experience Delivery * Property 5. Word of Mouth Is More Relevant and Complete * Property 6. Word of Mouth Feeds on Itself * Property 7. Word of Mouth Itself Becomes One of the Product's Attributes CHAPTER 4 The Decision Process 79 Th e Decision Process-Overview * Th e Adopter Types: How Word of Mouth Works for Diff erent Types of Decision Makers * Decision Styles-Putting Together the Adopter Types With the Decision Stages * Th e Decision Matrix CHAPTER 5 Six Ms to Live By 105 Th e Six Ms * Give Th em Something to Talk About * So, the Form Is Stories. What's the Content? CHAPTER 6 The 2nd M: The Mavens 123 Delivering the Message * Th e Controversy: Infl uencers Versus Peers * Sources of Word of Mouth * Expert-to-Expert Word of Mouth * Expert-to-Peer and Peer-to-Peer Word of Mouth * Th e Catch-22 of Marketing * Delivery of Word of Mouth * Th e Care and Feeding of Champions CHAPTER 7 The 3rd M: Motivation 141 Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth * Th e Secret Exception * Another Trap CHAPTER 8 The 4th M: Means or Media 145 Additional Ideas * Search Engine Optimization * Getting Involved CHAPTER 9 The 5th M: Measurement 155 Th e Problem * Th e Diff erence Between Measurement and Research * How to Research Word of Mouth * Other Research Designs CHAPTER 10 The 6th M: Multiplication 161 What Is Trust? * Further Secrets of Trust CHAPTER 11 (Almost) Everything I Learned About Marketing, I Learned in My Father's Drugstore. Let Me Share It With You. 165 Key Secrets from My Father's Example * More Secrets from My Father's Example CHAPTER 12 Constructing the Ultimate Word-of-Mouth Campaign 173 Th e First Word-of-Mouth Programs * How I First Harnessed Word of Mouth * Success Stories of Word-of-Mouth Sessions * Making Word of Mouth More Valuable * Situations Th at Benefi t from Word-of-Mouth Programs, Events, and Sites * Products With Which You Should Avoid Word-of-Mouth Events CHAPTER 13 Six Steps to Harnessing Word of Mouth 189 Constructing Your Word-of-Mouth Campaign * An Example of the Six-Step Process * Th e Process in Detail * Product Seeding * Very Expensive Products * Internal Word of Mouth * Word-of-Mouth Campaigns With High-Ticket, Professional Products CHAPTER 14 Which Methods Work Best for What? A Word-of-Mouth Checklist 207 Sources and Delivery Mechanisms * Word-of-Mouth Checklist viii Contents CHAPTER 15 Word-of-Mouth Marketing for Specifi c Audiences and Circumstances 213 How to Develop a WOMworthy Diff erentiation in a Practice or Profession * Secrets of Word-of-Mouth Marketing for Specifi c, Special, or Narrower Circumstances * Additional Tips, Techniques, and Suggestions CHAPTER 16 Tips, Techniques, and Suggestions That Will Make It Easier 231 Who Can Help You Construct Word-of-Mouth Campaigns? * Wordof- Mouth Fraud and Other Shady Practices Epilogue: Let's Talk 235 Bibliography 237 Recommended Reading 239 Appendix 243 Index 251