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Książka wygląda jak nowa.

O książce

Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.

Książka polecana wszystkim, którzy interesują się tematyką brandingu.

Spis treści

Preface

Part I: Introduction

1. Brand Leadership - The New Imperative

Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity

2. Brand Identity - The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6.Adidas and Nike - Lessons in Building Brands

Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands - The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands - The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands - Beyond Media Advertising

The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership - Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

Endnotes
Index
About the Authors

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Spis treści

Preface
List of abbreviations
Publisher's acknowledgements

1 International marketing and exporting 1
2 Bases of international marketing 36
3 The international environment 84
4 Export market selection: definition and strategies 154
5 Information for international market(ing) decisions 203
6 Market entry strategies 242
7 Export entry modes 275
8 Nonexport entry modes 325
9 Product decisions 386
10 Pricing decisions 438
11 Financing and methods of payment 479
12 Promotion and marketing communication 511
13 The export order and physical distribution 571
14 Organization of international marketing activities 617

Glossary 646
Index 655

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.

Spis treści

Chapter 1 The Changing Environment for Business

Case: Hooker Chemical Company

Chapter 2 Communicating Strategically

Case: Fletcher Electronics

Chapter 3 An Overview of the Corporate Communication Function

Case: Bank of Boston

Chapter 4 Managing Image, Identity, and Reputation

Case: GE Identity Program

Chapter 5 Managing Corporate Advertising

Chapter 6 Managing Media Relations

Case: Adolph Coors Company

Chapter 7 Investor Relations: A Random Walk Down Wall Street

Case: United Technologies

Chapter 8 Employee Communication

Case: Norwich Software

Chapter 9 Managing Government Affairs

Case: Dodds Paper Company

Chapter 10 Managing Communication in a Crisis

Case: Dow Corning

Stan

Mimalne ślady używania na okładce. Zaznaczenia na kilkunastu stronach.

O książce

Autorzy koncentrują się na segmentacji, wynikach badań i wpływie Internetu na zachowania konsumenckie (sposoby zbierania informacji przez potencjalnych klientów). Tekst pomaga zastosować teoretyczne rozważania w badaniu postaw konsumenckich oraz dopasowywaniu do nich strategii marketingowych.

Spis treści

PART I. INTRODUCTION.

1. Introduction: Diversity in the Marketplace.
2. Consumer Research.
3. Market Segmentation.

PART II. THE CONSUMER AS AN INDIVIDUAL.

4. Consumer Motivations.
5. Personality and Consumer Behavior.
6. Consumer Perception.
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Communication and Consumer Behavior.

PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.

10. Reference Groups and Family Influences.
11. Social Class and Consumer Behavior.
12. The Influence of Culture on Consumer Behavior.
13. Subcultures and Consumer Behavior.
14. Cross-Cultural Consumer Behavior: An International Perspective.

PART IV. THE CONSUMER'S DECISION MAKING PROCESS.

15. Consumer Influence and the Diffusion of Innovations.
16. Consumer Decision Making.

Glossary.
Company Index.
Name Index.
Subject Index.
Credits.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Foreword
Acknowledgments
Introduction 1

Sect. I Corporate Branding and Its Bottom-Line Impact 5

Ch. 1 What Is Corporate Branding? 7
Ch. 2 The Corporate Branding Index: Attaining the "Holy Grail" 19
Ch. 3 The Multiplier Effect on Financial Performance 29

Sect. II How Corporate Branding Is Achieved 49

Ch. 4 Crafting the Brand 51
Ch. 5nEstablishing the Key Message 61
Ch. 6 Integrating Communications to Reach Corporate Goals 79
Ch. 7 The Multiplier Effect on Key Audiences 95

Sect. III Implementing Corporate Branding 107

Ch. 8 Gaining Recognition for the Spin-Off 109
Ch. 9 Corporate Branding on a Global Scale 117
Ch. 10 How Corporate Branding Works for the Small Business 129
Ch. 11 Advocacy and Cause Marketing 139
Ch. 12 Interactive Media ... and Strong Brand Position 155

Sect. IV Corporate Branding and the CEO 167

Ch. 13 Corporate Growth versus Status Quo 169
Ch. 14 The Role of the CEO 177
Ch. 15 Two Sources of Aid for the CEO 189

App. A Levi Strauss and Co.: "One of the Great Global Brands" 199
App. B Hancor, Inc.: The Critical Path to Starting a Corporate Branding Program 209
App. C Other Ways to Reflect Corporate Brand 217

Index 225

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Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

Spis treści

1. Introduction.
2. Profit Planning.
3. Cost Analysis.
4. Activity-Based Costing and Management.
5. Short-term Decisions and Accounting Information.
6. Operational Budgeting.
7. Financial Budgeting.
8. Capital Budgeting,

Part 1.

9. Capital Budgeting,

Part 2.

10. Responsibility Accounting.
11. Divisional Performance Measurement.
12. Control and Evaluation of Cost Centers.
13. Introduction to Product Costing.
14. Standard Costing and Variable Costing.
15. Process Costing and the Cost Accounting Cycle.
16. Quality Costs and Theory of Constraints.
17. Statement of Cash Flows.
18. Analyzing Financial Statements.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Part I: Selling as a Profession

Chapter 1: The Life, Times, and Career of the Professional Salesperson
Chapter 2: Social, Ethical, and Legal Issues in Selling

Part II: Preparation For Relationship Selling

Chapter 3: The Psychology of Selling: Why People Buy
Chapter 4: Communication for Relationship Building: It's Not All Talk
Chapter 5: Sales Knowledge: Customers, Products, Technologies

Part III: The Relationship Selling Process
Chapter 6: Prospecting: The Lifeblood of Selling
Chapter 7: Planning the Sales Call Is a Must!
Chapter 8: Carefully Select Which Sales Presentation Method to Use
Chapter 9: Begin Your Presentation Strategically
Chapter 10: Elements of a Great Sales Presentation
Chapter 11: Welcome Your Prospects Objections
Chapter 12: Closing Begins the Relationship
Chapter 13: Service and Follow-Up for Customer Retention

Part IV: Careers in Selling

Chapter 14: Time, Territory, and Self-Management: Keys to Success