Marketing Democracy:Public Opinion and Media Formation in Democratic Societies Romain Laufer, Catherine Paradeise
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies ´´live or die´´ based upon the success of their brands. John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of ´´Chaotics: The Business of Managing and Marketing in The Age of Turbulence´´ This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it. John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of ´´Greater Good: How Good Marketing Makes for Better Democracy´´ A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by ´´making the invisible visible´´. Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China
Consumer Democracy:The Marketing of Politics Margaret Scammell
The Mass Marketing of Politics:Democracy in an Age of Manufactured Images Bruce I Newman
John Quelch is the author of Greater Good: How Good Marketing Makes for Better Democracy. John was one of ten marketing experts profiled in the 2007 book, Conversations with Marketing Masters, authored by Laura Mazur and Louella Miles. A professor at Harvard Business School since 1979, he is known worldwide for his research on global marketing, global branding and marketing communications. 1. Language: English. Narrator: Dave Summers. Audio sample: http://samples.audible.de/bk/amai/000095/bk_amai_000095_sample.mp3. Digital audiobook in aax.
Filled with timely demographics on evolving trends, powerful images from advertising and retail, and practical examples from the author´s own experience, Citizen Brand is a powerful tool for CEOs, marketing and advertising managers, and graphic designers seeking to inspire a fiery sense of allegiance among today´s consumers. Leading brand designer Marc Gob builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today´s consumers. Gob argues that corporations need a new vision to survive in the present ´´emotional economy´´, challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship. 1. Language: English. Narrator: Ken Maxon. Audio sample: http://samples.audible.de/bk/adbl/008873/bk_adbl_008873_sample.mp3. Digital audiobook in aax.