Wikibrands : reinventing your company in a customer-driven marketplace / Sean Moffitt and Mike Dover.
Publisher: New York : McGraw-Hill, 2011Description: xv, 318 pages : 24 cmContent type:- text
- unmediated
- volume
- 9780071749275
- 658.827 .M695
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Print Materials | Main Library General Circulation | 658.827 .M695 2011 (Browse shelf(Opens below)) | Available | 0110302 |
Browsing Main Library shelves, Shelving location: General Circulation Close shelf browser (Hides shelf browser)
658.827 .H149 2011 Brand success : | 658.827 .K17 2012 Breakthrough branding : | 658.827 .M381 2012 30 days to online PR and marketing success : | 658.827 .M695 2011 Wikibrands : | 658.827 .Si617 2010 Strategic brand management : | 658.827 .Sm641 2009 Experiential marketing : | 658.827 Y68 2010 Brand media strategy : |
Includes bibliographical references (pages 291-308) and index
The birth of wikibrands: from ownership, trust, want, preference, love, and now participation--a 150-year fascination -- The Wikibrand rallying cry: the new "mad men" -- A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path -- The six benefits of wikibrands: marketing doesn’t fit in tiny boxes anymore -- A wikibrand culture: changing your mind-set about the brand customer -- Focus: if I don’t know where you’re going, I don’t want you getting there fast -- Language and content : business gets humanized and presses the "awesome" button -- Incentives, motivations, and outreach: brand fans do it for themselves, not for you -- Rules, guidelines and rituals: this is how we do things, and that’s ok -- Tools and platforms: if you build it, they may come -- Community development: the life stages of a wikibrand community -- Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions -- Community management: how to build a brand garden, not a ghost town -- Measurement and metrics: the imperfect science of monitoring wikibrand performance -- The personal wikibrand: your brand is what they say about you when you’re not in the room --The future: brand participation comes alive in the company -- Reference guide: wikibrands extended.
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