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Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.
Buchkauf
The Open Brand, Kelly Mooney, Nita Rollins
- Sprache
- Erscheinungsdatum
- 2008
- product-detail.submit-box.info.binding
- (Paperback)
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- Titel
- The Open Brand
- Untertitel
- When Push Comes to Pull in a Web-Made World
- Sprache
- Englisch
- Autor*innen
- Kelly Mooney, Nita Rollins
- Verlag
- New Riders
- Erscheinungsdatum
- 2008
- Einband
- Paperback
- Seitenzahl
- 204
- ISBN10
- 0321544234
- ISBN13
- 9780321544230
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Marketing & Vertrieb
- Bewertung
- 3,55 von 5 Sternen
- Beschreibung
- Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.