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There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the author

Price: $23.95 USD

The complete guide to a successful Twitter marketing campaign. Twitter is a microblogging service that's changing the way we communicate. Marketers recognize its value, and Twitter Marketing: An Hour a Day offers marketers, advertisers, brand managers, PR professionals, and business owners an in-depth guide to designing, implementing, and measuring the impact of a complete Twitter strategy. Expert author Hollis Thomases acquaints you with the Twitterverse, its conventions, and its fascinating demographics and statistics. She then teaches you step by step how to effectively craft successful branding and direct response strategies that can be scaled to any organization and its objectives. Twitter Marketing: An Hour a Day uses interesting case studies, success stories, anecdotes, and examples to demonstrate how to use Twitter metrics in order to inform strategic direction. You'll discover how top companies-large and small-have leveraged this exciting communications platform.: Twitter has become a phenomenon with 32 million users, including major companies such as Apple, JetBlue, and CNN; This step-by-step guide explains the demographics, shows how companies are using Twitter, and explains how to scale the approach to your enterprise; The detailed coverage includes the basics for Twitter newcomers and explores all elements of a successful strategy; Expert author Hollis Thomases shows how to set goals, develop and implement a plan, attract followers, and measure the impact of a campaign; The in-depth book explains how to maintain momentum and explores such issues as contests, promotions, and crisis management. Twitter Marketing: An Hour a Day is the ultimate guide to succeeding one tweet at a time!

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This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: 1) Where are we now? - strategic and marketing analysis; 2) Where do we want to be? - strategic direction and strategy formulation; 3) How might we get there? - strategic choice; 4) Which way is best? - strategic evaluation; 5) How can we ensure arrival? - strategic implementation and control. This new, revised and updated third edition includes completely new chapters and extensive new material covering issues such as the changing role of marketing, approaches to analysing marketing capability, e-marketing, branding, customer relationship management, relationship management myopia and the decline of loyalty. Retaining the key features that make it essential reading for all those studying the management of marketing, the book p

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This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to.:.; Define the exchange process between a museum's offerings and consumer value.; Differentiate a museum and communicate its unique value in a competitive marketplace.; Find, create, and retain consumers and convert visitors to members and members to volunteers and donors.; Plan strategically and maximize marketing's value.; Achieve financial stability.; Develop a consumer-centered museum.

Price: $60.00 USD

All of the articles comprising this e-book were originally presented at the 9th International Corporate Identity Group (ICIG) symposium. The symposium was organized by Dr. Shaun Powell, with Professor John M.T. Balmer and Professor T.C. Melewar serving as consultant organisers. The theme of the symposium was, “Corporate Marketing and the Branding of the Organization”. Mindful of the broad theme of the ICIG symposium this special edition is entitled, “Corporate and Organizational Marketing.” The articles that comprise it include the article titles, “Understanding the meaning of corporate identity,” “CSR expectations: the focus of corporate marketing,” and “Understanding the pitfalls in the corporate rebranding process.”

Price: $199.00 USD