| Description |
xxxvii, 249 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references (pages 233-235) and index. |
| Contents |
Introduction : citizen brands in a consumer democracy -- Evolve from consumers to people -- Evolve from honesty to trust -- Evolve from product to experience -- Evolve from quality to preference -- Evolve from notoriety to aspiration -- Evolve from identity to personality -- Evolve from function to feel -- Evolve from ubiquity to presence -- Evolve from communication to dialogue -- Evolve from service to relationship -- Conclusion : a final note on citizen brandship. |
| Subject |
Brand name products.
|
|
Brand name products. |
|
Branding (Marketing)
|
|
Branding (Marketing) |
|
Consumers' preferences.
|
|
Consumers' preferences. |
|
Motivation research (Marketing)
|
|
Motivation research (Marketing) |
| Added Title |
10 commandments for transforming brands in a consumer democracy |
|
Ten commandments for transforming brands in a consumer democracy |
| ISBN |
158115240X |
|
