from bricks to clicks 5 steps to creating a durable online brand

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From Bricks To Clicks 5 Steps To Creating A Durable Online Brand

Author : Serge Timacheff
ISBN : 9780071381307
Genre : Business & Economics
File Size : 23. 21 MB
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Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.

Marketing Communications

Author : Micael Dahlen
ISBN : 9780470319925
Genre : Business & Economics
File Size : 67. 64 MB
Format : PDF, ePub
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Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.

Contemporary Consumer Culture Theory

Author : John F. Sherry
ISBN : 9781317190523
Genre : Business & Economics
File Size : 75. 30 MB
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Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen in disciplines seeking to understand consumer culture, and speed both the diffusion of ideas and possibility of collaboration across frontiers. Contemporary Consumer Culture Theory begins with a re-evaluation of some of the fundamental notions of consumer behaviour, such as self and other, branding and pricing, and individual vs. communal agency then continuing with a reconsideration of role configurations as they affect consumption, examining in particular the ramifications of familial, gender, ethnic and national aspects of consumers’ lived experiences. The book move on to a reappraisal of the state of the field, examining the rhetoric of inquiry, the reflexive history and critique of the discipline, the prospect of redirecting the effort of inquiry to practical and humanitarian ends, the neglected wellsprings of our intellectual heritage, and the ideological underpinnings of the evolving construction of the concept of the brand. Contemporary Consumer Culture Theory is a reflective assessment, in theoretical, empirical and evocative keys, of the state of the field of consumer culture theory and an indication of the scholarly directions in which the discipline is evolving providing reflection upon a rapidly expanding discipline and altered consumption-scapes by some of its prime movers.

Popular Science

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File Size : 86. 11 MB
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Popular Science gives our readers the information and tools to improve their technology and their world. The core belief that Popular Science and our readers share: The future is going to be better, and science and technology are the driving forces that will help make it better.

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