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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
- Lingua
- Pubblicato
- 2008
- product-detail.submit-box.info.binding
- (In brossura)
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- Titolo
- The Open Brand
- Sottotitolo
- When Push Comes to Pull in a Web-Made World
- Lingua
- Inglese
- Autori
- Kelly Mooney, Nita Rollins
- Editore
- New Riders
- Pubblicato
- 2008
- Formato
- In brossura
- Pagine
- 204
- ISBN10
- 0321544234
- ISBN13
- 9780321544230
- Serie
- Valutazione
- 3,55 su 5
- Descrizione
- 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.