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Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.
Compra de libros
The Open Brand, Kelly Mooney, Nita Rollins
- Idioma
- Publicado en
- 2008
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- (Tapa blanda)
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- Título
- The Open Brand
- Subtítulo
- When Push Comes to Pull in a Web-Made World
- Idioma
- Inglés
- Autores
- Kelly Mooney, Nita Rollins
- Editorial
- New Riders
- Publicado en
- 2008
- Formato
- Tapa blanda
- Páginas
- 204
- ISBN10
- 0321544234
- ISBN13
- 9780321544230
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Marketing & Ventas
- Calificación
- 3,55 de 5
- Descripción
- Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.