Perspectives on branding / (Record no. 6709)

MARC details
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 101201s2009 maua 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2008935083
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781598638721
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 1598638726
035 ## - SYSTEM CONTROL NUMBER
System control number (Sirsi) u7753
040 ## - CATALOGING SOURCE
Original cataloging agency EG-CaNU
Transcribing agency EG-CaNU
Modifying agency EG-CaNU
042 ## - AUTHENTICATION CODE
Authentication code ncode
082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.827
Edition number 22
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Miletsky, Jason I.
9 (RLIN) 13920
245 10 - TITLE STATEMENT
Title Perspectives on branding /
Statement of responsibility, etc. Jason I. Miletsky, Genevieve Smith.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Boston, Mass. :
Name of publisher, distributor, etc. Course Learning,
Date of publication, distribution, etc. c2009.
300 ## - PHYSICAL DESCRIPTION
Extent xvi, 276 p. :
Other physical details ill. ;
Dimensions 23 cm.
500 ## - GENERAL NOTE
General note Includes index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Part One: Understanding the Brand -- Part Two: Operationalizing the Brand -- Part Three: Marketing the Brand -- Part Four: Brand Evaluation and Evolution -- Part Five: Just for Fun.
520 ## - SUMMARY, ETC.
Summary, etc. Who’s the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.
598 ## -
-- APPSCIE, NBK
596 ## -
-- 1
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
9 (RLIN) 988
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Brand name products.
9 (RLIN) 13921
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
Form subdivision Case studies.
9 (RLIN) 988
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Brand name products
Form subdivision Case studies.
9 (RLIN) 13922
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Smith, Genevieve.
9 (RLIN) 13923
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Shelving location Date acquired Source of acquisition Total Checkouts Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Dewey Decimal Classification     Main library Main library General Stacks 01/26/2020 ACA-P   658.827 / MI.P 2009 011161 11/24/2019 1 11/24/2019 Books