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Загальна кiлькiсть документiв : 7
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    Dierks, Alexander.
    Re-Modeling the Brand Purchase Funnel [[electronic resource] :] : conceptualization and Empirical Application / / Alexander. Dierks ; . - 1st ed. 2017. - [S. l. : s. n.]. - XVIII, 386 p. 22 illus., 2 illus. in color. - Б. ц.
    Зміст:
Consumer Behavior as a Challenge for Brand Management --
The Brand Purchase Funnel Model --
From the Traditional to a More Nuanced Brand Purchase Funnel --
Empirical Application of a Re-Modeled Brand Purchase Funnel. .
Рубрики: Branding (Marketing).
   Motivation research (Marketing).
   Branding.
   Consumer Behavior.
Анотація: Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model’s value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers’ purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management. Contents Changing Consumer Behavior as a Challenge for Brand Management The Brand Purchase Funnel Model From the Traditional to a More Nuanced Brand Purchase Funnel Empirical Application of a Re-Modeled Brand Purchase Funnel Target Groups Researchers and students in the fields of management, marketing, brand management, and consumer behavior Managers and practitioners in the fields of brand and customer management The Author Dr. Alexander Dierks received his PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management (LiM®) at the University of Bremen.

Перейти: https://doi.org/10.1007/978-3-658-17822-2

Дод.точки доступу:
Dierks, Alexander. \.\; SpringerLink (Online service)
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    Feinleib, David.
    Bricks to Clicks [[electronic resource] :] : why Some Brands Will Thrive in E-Commerce and Others Won't / / David. Feinleib ; . - 1st ed. 2017. - [S. l. : s. n.]. - XIV, 156 p. 21 illus. in color. - Б. ц.
    Зміст:
Chapter 1: Transforming the Organization --
Chapter 2: Regaining Control --
Chapter 3: First Insight, Then Action --
Chapter 4: Confront the New Path to Purchase (And Then Lead the Charge) --
Chapter 5: Activate Your Brand Content --
Chapter 6: Using the Master Catalog --
Chapter 7: The Retailer Challenge (And Opportunity) --
Chapter 8: The eCommerce Flywheel --
Chapter 9: From Bricks to Clicks to Omnichannel --
Chapter 10: Glossary.
Рубрики: Internet marketing.
   Branding (Marketing).
   Public relations.
   Online Marketing/Social Media.
   Branding.
   Corporate Communication/Public Relations.
Анотація: Learn how to sell online. Real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. Gain knowledge of best practices that enable brands and retailers to survive and thrive in the dynamic, fast-paced, and highly competitive world of e-commerce. Leveraging his first-hand knowledge as founder and CEO of Content Analytics, serial entrepreneur and author David Feinleib examines the threats and immense opportunity facing today’s most valuable brands. He demonstrates how brands that want to succeed in the fiercely competitive environment of e-commerce must understand and embrace the four key elements that control how much is sold and by whom: algorithms, content, convenience, and execution. What You'll Learn: Learn the best practices in e-commerce of the world's leading brands and how to: Make the transition from selling in-store to selling (and winning) online Conduct online brand audits to pinpoint opportunities for improvement Increase brand equity through high-quality content Maximize online sales by understanding the key metrics you need to measure and optimize.

Перейти: https://doi.org/10.1007/978-1-4842-2805-0

Дод.точки доступу:
Feinleib, David. \.\; SpringerLink (Online service)
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    Political Marketing and Management in Ghana [[electronic resource] :] : a New Architecture / / ed. Mensah, Kobby. - 1st ed. 2017. - [S. l. : s. n.]. - XVI, 207 p. 3 illus. - Б. ц.
    Зміст:
1. Political Marketing and Management: A New Architecture; Kobby Mensah --
2. Political Communication and Public Relations in the Ghanaian Media: Building an Emotional Environment with Propaganda; James Abugre --
3.Change in Party Leadership, Party Brand Image and Voter Choice; Kobby Mensah --
4. Political Party Branding and Voter Choice in Ghana; Bedman Narteh, Kobby Mensah and Joyce Nyanzu --
5. Political Financing and Fund-Raising in Ghana; Ibrahim Bedi --
6. Political Party Financing and Reporting in Ghana: Practitioner Perspectives; Hon. Alban S. K. Bagbin and Albert Ahenkan --
7. Voter Motivations in a Developing Democracy; A Marketing Perspective; Anas Sulemana, E.Y Tweneboah-Koduah and Kobby Mensah --
8. Political Management and Human Resources Practices of Political Parties in Ghana; James Abugre --
9. Exploring the Prospects and Limits of Modern Democracy in Africa: The Role of Leaders; Kwasi Dartey-Baah --
10. Conclusion; Kobby Mensah.
Рубрики: Leadership.
   Branding (Marketing).
   Elections.
   Internet marketing.
   Industrial management.
   Business Strategy/Leadership.
   Branding.
   Electoral Politics.
   Online Marketing/Social Media.
   Media Management.
Анотація: ‘[This book] offers ground-breaking research into political marketing and management in a developing democracy, significantly broadening our understanding of how business concepts and techniques permeate politics in different circumstances. Covering a range of topics including political HR and branding in parties, it lays important foundations for new political marketing and management research.’ —Jennifer Lees-Marshment, Professor, The University of Auckland, New Zealand ‘A pace-setting book on political marketing in Ghana that offers a strategic direction to political campaigning, financing, human resource management and leadership.’ —Joshua Yindenaba Abor, Professor and Dean, The University of Ghana Business School, University of Ghana This book focuses on the emergence of new frames of political engagement underpinned by concepts in marketing, management, and organisation. It goes beyond political electioneering and campaigning and considers business theories such as market research, segmentation, social media, brand architecture, and human resources. With contributions from a range of skilled experts, Political Marketing and Management in Ghana emphasises and provides insights on the symbols-oriented approach of political campaigning in Africa, and distinguishes this from the technology-driven process of the west. Offering a total understanding of African politics and its supply and demand interactivity between key actors, this book is of great use to academics interested in political science, communications, marketing, and business and management.

Перейти: https://doi.org/10.1007/978-3-319-57373-1

Дод.точки доступу:
Mensah, Kobby. \ed.\; SpringerLink (Online service)
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    Atwal, Glyn.
    Luxury Brands in China and India [[electronic resource] /] : монография / Glyn. Atwal, Bryson, Douglas. ; . - 1st ed. 2017. - [S. l. : s. n.]. - XVII, 256 p. 11 illus. - Б. ц.
    Зміст:
Chapter 1. A New Reality --
Chapter 2. Luxury Dilemmas --
Chapter 3. The Aspirational Rich --
Chapter 4. The Super Rich --
Chapter 5. Faking Luxury --
Chapter 6. Giving Luxury --
Chapter 7. Digitally Rich --
Chapter 8. Responsible Luxury --
Chapter 9. Learning From Mistakes --
Chapter 10. A Luxury Footprint.
Рубрики: Industries.
   Branding (Marketing).
   International business enterprises.
   Asia—Economic conditions.
   Globalization.
   Markets.
   Internet marketing.
   Industries.
   Branding.
   Asian Business.
   Emerging Markets/Globalization.
   Online Marketing/Social Media.
Анотація: This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.

Перейти: https://doi.org/10.1057/978-1-137-54715-6

Дод.точки доступу:
Bryson, Douglas.; Atwal, Glyn. \.\; SpringerLink (Online service)
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    Advances in Luxury Brand Management [[electronic resource] /] : монография / ed. Kapferer, Jean-Noel. [et al.]. - 1st ed. 2017. - [S. l. : s. n.]. - X, 256 p. 15 illus. - Б. ц.
Рубрики: Branding (Marketing).
   Motivation research (Marketing).
   Market research.
   Customer relations—Management.
   Branding.
   Consumer Behavior.
   Market Research/Competitive Intelligence.
   Customer Relationship Management.
Анотація: Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Перейти: https://doi.org/10.1007/978-3-319-51127-6

Дод.точки доступу:
Kapferer, Jean-Noel. \ed.\; Kernstock, Joachim. \ed.\; Brexendorf, Tim Oliver. \ed.\; Powell, Shaun M. \ed.\; SpringerLink (Online service)
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    Larsen, Fri?rik.
    Energy Branding [[electronic resource] :] : harnessing Consumer Power / / Fri?rik. Larsen ; . - 1st ed. 2017. - [S. l. : s. n.]. - XIII, 173 p. 4 illus. - Б. ц.
    Зміст:
1. Introduction --
2. Branding and Related Research Fields --
3. Overview of Liberalization --
4. Liberalization and Consumer Perception --
5. Electric Marketing Myopia --
6. The Ingredients of an Energy Brand: Sources of Brand Value --
7. Green Energy Branding --
8. Green Electricity from a Consumer's Perspective --
8. Conclusion.
Рубрики: Branding (Marketing).
   Energy.
   Project management.
   Customer relations—Management.
   Motivation research (Marketing).
   Branding.
   Energy, general.
   Project Management.
   Customer Relationship Management.
   Consumer Behavior.
Анотація: ‘An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.’ —Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA ‘Fridrik offers a unique approach to create value for the utilities and their customers.’ —Jim Rogers, retired CEO, Duke Energy Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalization of the electricity industry, and the relationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies.

Перейти: https://doi.org/10.1007/978-3-319-57198-0

Дод.точки доступу:
Larsen, Fri?rik. \.\; SpringerLink (Online service)
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    Islam, Md. Nazrul.
    Chinese and Indian Medicine Today [[electronic resource] :] : branding Asia / / Md. Nazrul. Islam ; . - 1st ed. 2017. - [S. l. : s. n.]. - XX, 213 p. 19 illus. - Б. ц.
    Зміст:
Introduction --
History, theory and method from the classical texts --
Professionalization according to Western line: Education and health service delivery --
Commodification and commercialization --
Manufacturing magic bullets --
New consumption: Rise of health tourism --
Conclusion --
Bibliography --
Appendix --
Index.
Рубрики: Medicine—Philosophy.
   Medical education.
   Branding (Marketing).
   Philosophy of Medicine.
   Medical Education.
   Branding.
Анотація: This book discusses Asian medicine, which puts enormous emphasis on prevention and preservation of health, and examines how, in recent decades, medical schools in Asia have been increasingly shifting toward a curative approach. It offers an ethnographic investigation of the scenarios in China and India and finds that modern students and graduates in these countries perceive Asian medicine to be as important as Western medicine. There is a growing tendency to integrate Asian medicine with Western medical thought in the academic curriculum that has led to a gradual decline of Asian medical thought and practices. At the same time, there has been a massive rise in patent drugs, health products and cosmetics being sold under the brand names of Asian medicine or herbal medicine. Most of these drugs and health products do not follow the classical formulas found in the Asian medical texts. The book analyses these texts and concludes that contemporary Asian medicine rarely follows the classical texts, and in fact uses Asian medicine brands to sell Western health products and practices. With a particular focus on the formal and professional sector of Chinese herbal medicine and Indian ayurvedic medicine in urban areas, this book appeals to a broad readership, including undergraduate students and academics as well as non-experts. Md. Nazrul Islam is an Associate Professor in the General Education Office, United International College, Beijing Normal University-Hong Kong Baptist University. He was a Visiting Associate Professor in the School of Population and Public Health, University of British Columbia (2015-16) during which time he completed this book manuscript.

Перейти: https://doi.org/10.1007/978-981-10-3962-1

Дод.точки доступу:
Islam, Md. Nazrul. \.\; SpringerLink (Online service)
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