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电子邮件：我想你可能会对这资料感兴趣，资料位于 http://www.worldcat.org/oclc/40644959 题名： Integrated branding : becoming brand-driven through companywide action 著者： F Joseph LePla; Lynn M Parker 出版商： Westport, Conn. : Quorum, 1999. ISBN/ISSN: 1567202381 9781567202380 OCLC:40644959

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Integrated branding : becoming brand-driven through companywide action

著者：	F Joseph LePla; Lynn M Parker
出版商：	Westport, Conn. : Quorum, 1999.
版本/格式：	图书 : 英语查看所有的版本和格式
提要：	"For deeper, more loyal customer relationships and enhanced profit margins, companies must actually "live" the brands they sell. This approach is called "integrated branding" and it's not just a communications strategy. A company must demonstrate to itself and its customers that its external brand image is a reflection of the company itself. What do customers value and what does the company do best in relation to
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文件类型：	书
所有的著者/提供者：	F Joseph LePla; Lynn M Parker 查找更多有关下列内容的信息：
ISBN:	1567202381 9781567202380
OCLC号码：	40644959
描述：	xiv, 299 p. : ill. ; 24 cm.
内容：	Your company's most powerful weapon : the brand within -- The integrated brand model : the basis for strong customer relationships -- How integrated branding differs from the alternatives -- A blueprint for creating organization drivers -- The role of the brand principle -- Other core brand drivers : personalities and associations -- How to reveal your brand : seven steps to integrated branding -- Developing a practical brand structure -- Using integrated branding to expand market share -- The WRQ story : the steps to a successful integrated brand -- How to get and keep all divisions, departments, and employees on the same path -- How to conduct brand planning and benchmarking -- How to create brand-driven marketing -- Using marketing communications to drive brand -- The digital age : a brand's best friend--or worst enemy? -- Using brand to clear the path to an IPO and beyond -- Integrated branding for technology companies -- Comparing well-known brand models to integrated branding -- Appendix: Conducting organization and brand driver interviews.
责任：	F. Joseph LePla, Lynn M. Parker.

摘要：

"For deeper, more loyal customer relationships and enhanced profit margins, companies must actually "live" the brands they sell. This approach is called "integrated branding" and it's not just a communications strategy. A company must demonstrate to itself and its customers that its external brand image is a reflection of the company itself. What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called "drivers." LePla and Parker show clearly and comprehensively how drivers work and how to apply them.

Also included are discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public. Marketing professionals will find this essential, as will corporate strategists and others who make decisions that ultimately determine the organization's future."--BOOK JACKET.

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