| Title : | Igniting the Brand | | Other title : | strategies that have shot brands to success | | Material Type: | printed text | | Authors: | Jonathan Cahill, Author | | Publisher: | Marshall Cavendish Business | | Publication Date: | 2008 | | ISBN (or other code): | 978-1-904879-09-1 | | Class number: | 658.11 | | Abstract: | Igniting the brand breaks the mould of how we look at what really works in marketing. Up to now most books on marketing strategy have fallen into two well established types. One looks at the subject from a purely theoretical point of view with a line up of impeccably researched empirical data to illustrate or confirm the points made. The other follows a planned line of argument backing up its themes with carefully selected case histories. A failing of both approaches is that many successful and ingenious strategies are omitted because they do not fit the particular agendas of the authors. Igniting the brand turns this thinking upside down with an exhilarating exuberant and comprehensive picture of real marketing success in all its forms. | | Contents note: | 1. A journey of 1000 share points start with the product, 2. Its the comsumer, stupid, 3. Emotional roller-coaster, 4. If you dont like the view look through another window, 5. Why give it away?, 6. Just look in the mirror, 7. Is that a generic you dropped? 8. Not being me too, even if you are, 9. Crisis what crisis? |
Igniting the Brand ; strategies that have shot brands to success [printed text] / Jonathan Cahill, Author . - Cornwall : Marshall Cavendish Business, 2008. ISBN : 978-1-904879-09-1 | Class number: | 658.11 | | Abstract: | Igniting the brand breaks the mould of how we look at what really works in marketing. Up to now most books on marketing strategy have fallen into two well established types. One looks at the subject from a purely theoretical point of view with a line up of impeccably researched empirical data to illustrate or confirm the points made. The other follows a planned line of argument backing up its themes with carefully selected case histories. A failing of both approaches is that many successful and ingenious strategies are omitted because they do not fit the particular agendas of the authors. Igniting the brand turns this thinking upside down with an exhilarating exuberant and comprehensive picture of real marketing success in all its forms. | | Contents note: | 1. A journey of 1000 share points start with the product, 2. Its the comsumer, stupid, 3. Emotional roller-coaster, 4. If you dont like the view look through another window, 5. Why give it away?, 6. Just look in the mirror, 7. Is that a generic you dropped? 8. Not being me too, even if you are, 9. Crisis what crisis? |
|
Home
Igniting the Brand
