The Open Brand

When Push Comes to Pull in a Web-Made World

Autor*innen

• Kelly Mooney
• Nita Rollins

Parameter

• 204 Seiten
• 8 Lesestunden

• Handel und Verkauf
• Sachliteratur
• Wirtschaft

Mehr zum Buch

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.

• Sprache: Englisch
• Erscheinungsdatum: 2008
• Einband: Paperback