MARC Record from marc_columbia

LEADER: 05054cam a2200613 i 4500
001 13695342
005 20220625225809.0
006 m o d
007 cr |||||||||||
008 180508s2018 nyu o 001 0 eng
010 $a 2018022420
035 $a(OCoLC)on1035779097
035 $a(NNC)13695342
040 $aDLC$beng$erda$epn$cDLC$dOCLCF$dN$T$dEBLCP$dYDX$dDLC$dZCU$dUKAHL$dOCLCQ$dOCLCO
019 $a1100865371
020 $a9781536135671$q(ebook)
020 $a1536135674
020 $z9781536135664$q(hardcover)
035 $a(OCoLC)1035779097$z(OCoLC)1100865371
042 $apcc
050 00 $aHF5415.1255
072 7 $aBUS$x082000$2bisacsh
072 7 $aBUS$x041000$2bisacsh
072 7 $aBUS$x042000$2bisacsh
072 7 $aBUS$x085000$2bisacsh
082 00 $a658.8/27$223
049 $aZCUA
245 00 $aBrand touchpoints /$ceditor, Aparna Sundar (University of Oregon, Eugene, OR, US).
264 1 $aHauppauge, New York :$bNova Science Publishers, Inc.,$c[2018]
300 $a1 online resource
336 $atext$btxt$2rdacontent
337 $acomputer$bn$2rdamedia
338 $aonline resource$bnc$2rdacarrier
490 0 $aMarketing and operations management research
500 $aIncludes index.
588 0 $aPrint version record and CIP data provided by publisher.
505 0 $aIntro; Contents; Foreword; About the Authors; Introduction; References; Part I: The Consumer Brand Interface; Chapter 1; A New Paradigm for Brand Touchpoints; Abstract; Adaptive; Principled; Open; Responsible; Global; Multichannel; The Social Branding Model; First Wave: Subsistence Branding; Second Wave: Industrial Branding; Third Wave: Social Branding; The Role of Technology; The Role of Manufacturing; The Role of Ethics and the Environment; The Future of Brand Touchpoints; Brand Communities; Experts; Practitioners; Employees; Sacred Assets; The Interpretive; The Exploratory
505 8 $aThe Future of BrandingReferences; Chapter 2; Implications of Consumer Inference Processes for Understanding Branding; Abstract; Introduction; Social Inferences; Correlation-Based Inferences; Health Halo Inferences; Brand Halo Inferences; Inferences from Fluency; Summary; References; Chapter 3; Leveraging Brand Touchpoints: A Literature Review and Research Agenda; Abstract; Introduction; Image Transfer Model and Studies; Limitations in the Methodology of Image Transfer Studies; How to Maximize Image Transfer?; Conclusion; References
505 8 $aPart II: New Tools for Managers to Build Brands from the Inside OutChapter 4; The Brand Culture Wheel: A Model for Brand Building from the Inside Out; Abstract; A Brand-Building Mode for the Times; Methodology; The Themes -- 7 Habits and Practices of Inside-Out Brand Builders; A Values Framework; Authenticity Officer(s); Values-Led HR; Symbolic Acts; Story Capture and Sharing; Rituals; Physical Space Design; The Brand Culture Wheel; Implications for Leaders; References; Chapter 5; Using Systematic Creativity Techniques to Create and Maintain Brands; Abstract; Introduction
505 8 $aSystematic Inventive ThinkingSubtraction; Task Unification; Multiplication; Division; Attribute Dependency; Branding and SIT; Applying Creativity Methods to Branding Methods; Applying SIT Techniques; The Techniques in Action -- Subtraction; The Techniques in Action -- Task Unification; The Techniques in Action -- Division; The Techniques in Action -- Multiplication; The Techniques in Action -- Attribute Dependency; Conclusion; Reference; Part III: Experiencing the Brand; Chapter 6; Multisensory Brand Communications: Capturing the Hearts and Minds of Consumers; Abstract; Introduction
505 8 $aThe Significance of the Five SensesA Shift of Paradigm: From Experiential to Sensory Marketing; Multisensory Brand Experiences; Branding through the Senses; Multisensory Brand Communications; Multisensory Advertising; Multisensory Events; Digital Sensory Storytelling; Conclusion; References; Chapter 7; Product Branding + Sport Performance Footwear Design: A Model and Case Study of Macro to Micro Brand Marks; Abstract; Introduction; Sport Performance Footwear Industry; Innovation and In-Line Sport Footwear Design Roles; The Art of Sport Performance Footwear Design
650 0 $aBranding (Marketing)
650 6 $aStratégie de marque.
650 7 $abranding.$2aat
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
655 4 $aElectronic books.
700 1 $aSundar, Aparna$c(Marketing professor),$eeditor.
776 08 $iPrint version:$tBrand touchpoints.$dHauppauge, New York : Nova Science Publishers, Inc., [2018]$z9781536135664$w(DLC) 2018020142
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio13695342$zAll EBSCO eBooks
852 8 $blweb$hEBOOKS