首页
公司介绍
中文书讯
分类查询
国际书展
目录
已售中文样书
联系我们
相关链接
BLOG
Home
About Us
Chinese Book Announcements
Search by Category
International Book Fairs
Catalogues
Chinese Edition
Contact Us
Links
BLOG
[更多]
根据
关键字
根 据
时间从
 至
Category/分类:商业 职业发展
PASSION BRANDS: WHY SOME BRANDS ARE JUST GOTTA HAVE, DRIVE ALL NIGHT FOR, AND TELL ALL YOUR FRIENDS ABOUT
  Book ID/图书代码:08662008B27347
 
页数: 255 定价: 0美元 上传日期: 2009-2-17

English Summary/英文概要: Foreword by Mark DiMassimo
DiMassimo Goldstein Agency (http://www.digobrands.com/), New York, New York

What makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless “pretty good brands,” how are some products able to command unquestionable customer loyalty and lasting enthusiasm?

Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands—brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones.

Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today. Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions:
*Are there common characteristics that enable passion brands to become carriers of personal meaning?
*What is the financial impact on a company that produces a passion brand?
*Do passion brands create a halo over the stock prices?

She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don’t work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging “brand democracy” in which users can help decide a product’s characteristics, from size and color to how it should be marketed.

Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.


Chinese Summary/中文概要: 為什麼有些品牌總是能吸引消費者的注意?為什麼在浩瀚的產品市場裡,有些產品總是控制消費者的購買慾及保有忠誠度?
作者憑藉多年的實務經驗在本書中剖析何謂「品牌狂熱」及其關鍵因素,不僅自己對其有可靠的忠誠度,更願意積極推薦給朋友,而這背後絕對不只是個人的心理層面,更有高深的行銷商業策略在運作。(VL)


Awards/获奖情况: "Kate is dissecting passion as a branding exercise. Timely, thoughtful and as ever erudite. I love reading her stuff."---Paco Underhill, author of Why We Buy

“Kate Newlin is one of the sharpest brains in consumer marketing…. Her success in creating, building and reinventing brands should make this work invaluable.”---Daryl Brewster, chairman and CEO, Krispy Kreme

“Kate is quite simply one of the smartest individuals I’ve met in business…. Her raw creativity, coupled with a profound understanding of our culture, market space and consumers make for remarkably actionable thinking.”---Jim Becktold, director, Proctor & Gamble

“We at Hershey’s know something about brands that ignite genuine passion. In Passion Brands, Kate unlocks the secrets, showing how passion grows as special brands conscript a loyal following to spend precious social and financial currency. It’s a fast, hot read, full of tips and tactics you can apply today and feel tomorrow on the bottom line.”---Dave West, President and CEO, The Hershey Company

About the Author/作者介绍: Kate Newlin (New York, NY), the principal and founder of Kate Newlin Consulting, is the author of Shopportunity! How to Be a Retail Revolutionary, which was on the "Oprah Selects" list of O magazine in 2006 and was also a recommended selection of the 2006 Harvard Business Review. With over 25 years of experience in business strategy and marketing, Newlin has worked with a broad cross-section of Fortune 500 businesses, including McDonald’s, Pennzoil/Quaker State, Kraft, Hasbro, Cigna, GE Capital, Waldenbooks, LensCrafters, and others.
Kate Newlin,不僅是品牌行銷顧問公司Kate Newlin Consulting的創辦人,也暢銷著作Shopportunity! How to Be a Retail Revolutionary的作者,該書在2006年時被The Oprah Magazine《歐普拉雜誌》及Harvard Business Review《哈佛商業評論》評選為年度推薦好書。擁有25年與全球500大企業合作的經驗如:McDonald’s, Pennzoil/Quaker State, Kraft, Hasbro, Cigna, GE Capital, Waldenbooks, LensCrafters等,讓她非常瞭解這些品牌成功的秘密。
 
  Format:HARDCOVER ILLUSTRATED
 
Rights Status/版权销售情况:Simplified Chinese/简体中文:AVAILABLE(到期可授)
                               Complex/Traditional Chinese/繁体中文:AVAILABLE(到期可授)
 
Sales in other countries/其他国家销售情况:
 
原文第一章内容:暂无 手稿:暂无 大纲:暂无
 
Copyright@2009 Big Apple Agency,Inc.