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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.
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The Open Brand, Kelly Mooney, Nita Rollins
- Langue
- Année de publication
- 2008
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- (souple)
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- Titre
- The Open Brand
- Sous-titre
- When Push Comes to Pull in a Web-Made World
- Langue
- Anglais
- Auteurs
- Kelly Mooney, Nita Rollins
- Éditeur
- New Riders
- Publié
- 2008
- Format
- souple
- Pages
- 204
- ISBN10
- 0321544234
- ISBN13
- 9780321544230
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Marketing & Ventes
- Évaluation
- 3,55 sur 5
- Description
- 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.