"New techniques to refresh and recharge your brands. How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green…
A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and …
A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and MBA students. As key new luxury markets like China and India continue to expand, this book gives professionals in the industry a holistic understanding of luxury market dynamics aroun…
"This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market p…
Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand…
1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a new balance to achieve -- 3 opinion leaders, short videos and virtual communities in the fashion industry -- 4 fashion bloggers: temperament and characteristics -…
Breakenridge introduces new PR best practices to use on the Web, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytic tools. She offers powerful new ways to think about PR and react to the new challenge…
We just decided to go -- The power of a cause -- Success means you know what used to work -- The commodity trap -- Your brand is everything -- The three rules -- The new customer reality -- Tiebreakers -- The heart of a category of one performer -- The future of category of one.
