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Experiential marketing: how to get customers to sense, feel, think, act, and …
Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns
- Edition
- -
- ISBN/ISSN
- 0684854236
- Collation
- xix, 280 p. : ill. ; 24 cm.
- Series Title
- -
- Call Number
- 658.8 SCH e
Managing corporate brands: a new approach to corporate communication
Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decis…
- Edition
- -
- ISBN/ISSN
- 9783835095991
- Collation
- 1 online resource (XXIII, 322 pages) : illustratio
- Series Title
- -
- Call Number
- 659.2 DOW c
Corporate reputations: strategies for developing the corporate brand
Explains how to measure, shape and refine a corporation's image and reputation. The approach described in this text includes analysis of corporate identity, brand images, corporate strategies and organizational structure. Case studies are used throughout to demonstrate successful practice
- Edition
- -
- ISBN/ISSN
- 0749414367
- Collation
- xv, 234 p. ; 25 cm.
- Series Title
- -
- Call Number
- 659.2 DOW c
Marketing communications
Support your students' understanding of the methods and issues surrounding Marketing Communications. Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences. This streamlined edition will provide your students with the additional tools they need to develop their careers in the field
- Edition
- 9th.ed
- ISBN/ISSN
- 9781292400310
- Collation
- 1 online resource
- Series Title
- -
- Call Number
- 658.802 CHR m
Aktivitas Komunikasi Pemasaran PT. Astra Graphia Tbk. melalui Website dalam M…
Penelitian ini menjelaskan tentang aktivitas komunikasi pemasaran yang dilakukan oleh PT Astra Graphia Tbk pada era digital dalam meningkatkan brand awareness perusahaan berdasarkan teori tingkatan awareness David Aaker. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis bagaimana aktivitas website Astragraphia Document Solution dalam meningkatkan brand awareness terhadap perusahaan…
- Edition
- -
- ISBN/ISSN
- -
- Collation
- ix, 124 p. : illus. ; 20.5 cm.
- Series Title
- -
- Call Number
- UB/EIS-KOM/19/408
Brand portfolio strategy: creating relevance, differentiation, energy, levera…
In this book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, Cit…
- Edition
- -
- ISBN/ISSN
- 9780743249386
- Collation
- xviii, 348 p. : ill. ; 24 cm.
- Series Title
- -
- Call Number
- 658.8 AAK b
Creating signature stories: strategic messaging that persuades, energizes, an…
In this book, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion, inspiring and more. Further, success in digital, increa…
- Edition
- -
- ISBN/ISSN
- 9781683506119
- Collation
- xvi, 169 pages ; 22 cm
- Series Title
- -
- Call Number
- 658.8 AAK c
Harvard business review on brand management
Annotation Leading Minds and Landmark Ideas In An Easily Accessible FormatFrom the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalizati…
- Edition
- -
- ISBN/ISSN
- 9781578511440
- Collation
- v, 204 p. : ill. ; 21 cm.
- Series Title
- The Harvard business review paperback series
- Call Number
- 658.8 HAR
The new strategic brand management: advanced insights and strategic thinking
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The…
- Edition
- 5th ed.
- ISBN/ISSN
- 9780749465155
- Collation
- xviii, 492 p. : ill. ; 25 cm.
- Series Title
- -
- Call Number
- 658.8 KAP n
Designing brand identity: a comprehensive guide to the world of brands and br…
From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration. The best-selling book demystifies branding, explains branding fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. This revised and updated 6th edition will preserve the basi…
- Edition
- Sixth edition.
- ISBN/ISSN
- 9781119984818
- Collation
- 1 online resource
- Series Title
- -
- Call Number
- 658.8 WHE d
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