Cantitate/Preț
Produs
Total produse
Vezi coșul
Brand Engagement de I. Buckingham

Brand Engagement: International Political Economy Series

Autor I. Buckingham
en Limba Engleză Hardback – 27 noi 2007
This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 37676 lei  6-8 săpt.
  Palgrave Macmillan UK – 27 noi 2007 37676 lei  6-8 săpt.
Hardback (1) 38411 lei  6-8 săpt.
  Palgrave Macmillan UK – 27 noi 2007 38411 lei  6-8 săpt.

Din seria International Political Economy Series

  • 20% China and Global Governance: A New Leader?
    Preț: 75182 lei
  • 17% Transformative Citizenship in South Korea: Politics of Transformative Contributory Rights
    Preț: 36347 lei
  • 15% Energy, Capitalism and World Order: Toward a New Agenda in International Political Economy
    Preț: 68000 lei
  • The Political Economy of Central Asian Law: A Law and Society Analysis
    Preț: 42005 lei
  • 9% The Political Economy of Risk in Finance and the Military
    Preț: 76279 lei
  • The Political Economy of Drugs in the Caribbean
    Preț: 14078 lei
  • 20% Informality, Labour Mobility and Precariousness: Supplementing the State for the Invisible and the Vulnerable
    Preț: 69096 lei
  • 20% Transnational Crime and Black Spots: Rethinking Sovereignty and the Global Economy
    Preț: 56663 lei
  • Cancer Care in Pandemic Times: Building Inclusive Local Health Security in Africa and India
    Preț: 42192 lei
  • 17% The Political Economy of Post-COVID Life and Work in the Global South: Pandemic and Precarity
    Preț: 49023 lei
  • Regional Integration in the Global South: External Influence on Economic Cooperation in ASEAN, MERCOSUR and SADC
    Preț: 14423 lei
  • Dirty Cities: Towards a Political Economy of the Underground in Global Cities
    Preț: 19685 lei
  • NGOs, States and Donors: Too Close for Comfort?
    Preț: 27768 lei
  • The Regional Organizations of the Asia Pacific: Exploring Institutional Change
    Preț: 38129 lei
  • The Global Political Economy and Post-1989 Change: The Place of the Central European Transition
    Preț: 37734 lei
  • The Political Economy of Regionalism: The Case of Southern Africa
    Preț: 38187 lei
  • The Political Economy of International Capital Mobility
    Preț: 38150 lei
  • 15% Deregulation and the Banking Crisis in Nigeria: A Comparative Study
    Preț: 63127 lei
  • Feminism and International Relations
    Preț: 40552 lei
  • Regional Perspectives on Globalization
    Preț: 37959 lei
  • 15% Development Administration: From Underdevelopment to Sustainable Development
    Preț: 62598 lei
  • 15% The Tropical Timber Trade Regime
    Preț: 63161 lei
  • 18% Postcolonial International Relations: Conquest and Desire between Asia and the West
    Preț: 87561 lei
  • How Sanctions Work: Lessons from South Africa
    Preț: 40418 lei
  • The Global Political Economy of Communication: Hegemony, Telecommunication and the Information Economy
    Preț: 32508 lei
  • Theory, Change and Southern Africa
    Preț: 38752 lei
  • 15% Positioning Women in Malaysia: Class and Gender in an Industrializing State
    Preț: 62889 lei
  • From Comrades to Citizens: The South African Civics Movement and the Transition to Democracy
    Preț: 38353 lei
  • Turbulence and New Directions in Global Political Economy
    Preț: 38054 lei
  • 15% The Political Economy of Power: Hegemony and Economic Liberalism
    Preț: 62761 lei
  • 15% Future Multilateralism: The Political and Social Framework
    Preț: 63323 lei
  • 15% The Celtic Tiger in Distress: Growth with Inequality in Ireland
    Preț: 62489 lei
  • 15% Globalization, Liberalization and Policy Change: A Political Economy of India's Communications Sector
    Preț: 63083 lei
  • National Perspectives on Globalization
    Preț: 37922 lei
  • 15% States, Markets and Regimes in Global Finance
    Preț: 62857 lei
  • Multinational Companies from Emerging Economies: Composition, Conceptualization and Direction in the Global Economy
    Preț: 37904 lei
  • 15% Economic Adjustment in New Democracies: Lessons from Southern Europe
    Preț: 62680 lei
  • 18% The New World Order in International Finance
    Preț: 92506 lei
  • US Financial Regulation and the Level Playing Field
    Preț: 38353 lei
  • Asian Industrialization and Africa: Studies in Policy Alternatives to Structural Adjustment
    Preț: 33065 lei
  • Global Change: A Japanese Perspective
    Preț: 38620 lei
  • Regionalization and Security in Southern Africa
    Preț: 37922 lei
  • Statecraft, Welfare and the Politics of Inclusion
    Preț: 37904 lei
  • 15% Political Economy, Power and the Body: Global Perspectives
    Preț: 62184 lei
  • Japan in Crisis
    Preț: 37996 lei
  • The Liberal Model and Africa: Elites Against Democracy
    Preț: 38470 lei
  • 15% Adjustment and Agriculture in Africa: Farmers, the State and the World Bank in Guinea
    Preț: 62857 lei
  • 15% Local Economies in Turmoil: The Effects of Deregulation and Globalization
    Preț: 62711 lei
  • 15% The Revival of Civil Society: Global and Comparative Perspectives
    Preț: 63015 lei
  • 15% Globalization and Welfare: A Critical Reader
    Preț: 62970 lei

Preț: 38411 lei

Nou

Puncte Express: 576
Preț estimativ în valută:
7351€ • 7636$ • 6106£

Carte tipărită la comandă

Livrare economică 03-17 februarie 25

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780230573062
ISBN-10: 0230573061
Pagini: 221
Ilustrații: X, 221 p.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.51 kg
Ediția:2008
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Seria International Political Economy Series

Locul publicării:London, United Kingdom

Cuprins

Prologue – Brand Engagement in Context ACT 1: BRAND ENGAGEMENT, EVERYMAN AND THE HERO LEADER What does great brand engagement feel like? The CEO is dead – long live the ceo! Are we at the tail end of spin? What characterises an effective chief engagement officer? ACT 2: DECONSTRUCTING BRAND ('BUT WE DON'T EVEN BRAND ANIMALS ANY MORE') Brand and authenticity Brand anthropology New ways of telling old stories Leadership engagement Brand and motivation The national perspective – nation branding The ARM Holdings story ACT 3: THROUGH THE LOOKING-GLASS What's been happening in the communication market? Employment brand Engage people by letting them play Inside-out communication (the power of partnership) Behaviour brand creep Brandscape and the brand engagement journey Mergers and acquisitions The quest for balance What do committed employees look like? Zurich Financial Services case study ACT 4: CULTURE AS A WEAPON OF MASS CONSTRUCTION What's culture got to do with it? The culture development process A culture-first approach to change (Motability Case Study) The use of tools ACT 5: BRING YOURSELF TO WORK Everything begins with a story Mythology, the ancient arts and employee engagement The story of Good Company Authenticity and engagement John Lewis Group A Case study in engagement Becoming comfortable with the emotional dimension In conversation with an industry expert Retention Issues? The story of the Yorkshire Building Society – a true mutual In conclusion

Recenzii

'Brands need to be backed by accountable reachable people inside businesses (not websites, and interminable electronic answering systems). The way to customer loyalty is not necessarily the brand, but the business behind the brand. How that business acts and reacts, how it deals with relationships, how it deals with complaints and problems, and above all how it interfaces with customers and consumers are the essence of marketing. The worry is, many businesses seem to adopt a different negative strategy. In this sense, political marketing can be the ultimate example of short term hype and glossy promises, exchanged for votes; and then - post-election - consumers (nee voters) are forgotten.... until the next time! And in 2008, there are many examples of poor, inappropriate, and even Machiavellian marketing then ever before. When this is coupled with declining levels of customer satisfaction, and all the evidence pointing to a downward trend, customers and their needs need to be elevated to centre stage if we're ever to stop and reverse the slide. In this challenging and engaging new book, Ian Buckingham puts these factors in stark relief which demands the attention of senior executives, line managers, consumers and employees alike.' - Philip J. Kitchen, Ph.D., Professor of Strategic Marketing, Director, Research Centre for Marketing, Communications, and International Strategy, University of Hull
'Unlike most management texts Ian's book is not just a nagging reminder of the importance of employee engagement but it gives valuable insights into how to develop effective relationships within organizations in the best interest of customer service and ultimately the brand. It does so in a very inspiring but accessible and approachable way.' - Richard Skelley, Head of Professional Services RBS
'Ian Buckingham's thought provoking Brand Engagement challenges many well-trodden ways of engaging employees. It's as much a call to action as a commentary, drawing upon his substantial experience, insights into a range of organisational settings and love of the arts. As he advocates, Ian brings himself to this compelling work.' - Jane Cathrall, Head of HR& Resourcing, The Financial Services Authority
'This book is fascinating. Ian Buckingham cuts through the nonsense with the common-sense message that authentic, holistic relationships between people are at the heart of successful brands. I am ready to join the brand revolution!' - Rowan Hoban, Founder of Barefoot Business, www.barefootbusiness.com
'I have just read your book and it is excellent...I am about to read it again. I think we have ordered about 10 so far.' - Bill Parsons, Organisation Development Director
'I'd recommend this as an informative and enjoyable read about the "cultural and behavioral dimensions" of brands. It covers the sort of information communicators should understand if we're to do our jobs well.' - Rodney Gray, Employee Communication andSurveys
'Tells four well-detailed case histories that illustrate well how employee branding can be set in motion, developed and managed, and the assiduous reader will be left in little doubt how to set about the task.' - Roderick White, Admap
'I have just finished your book and thought it was excellent and very thought provoking. I have been able to apply it in my role as Resourcing and Employer Branding Manager at Bhs and intend to use it in the new role as Head of Retail Resourcing and Employer Brand at 3mobile.' - Paul Gibbins, Bhs

Notă biografică

Ian P. Buckingham is a leading author in the fields of Employee Engagement and Brand Development. After a formative start to his career on the customer service front line, he has subsequently held a range of senior consultancy positions within the world's largest Marcomms business – Omnicom and beyond. He develops and delivers Organization Development and Change Strategies as well as Brand Development and Executive Development programs for a wide range of clients across sectors. Buckingham has a reputation as a forthright, iconoclastic critic of some of the more draconian and spin-oriented practices of the agency and corporate worlds. He is widely and frequently quoted in a range of HR and Marketing publications. He blogs for People Management magazine and is a member of the CIPR advisory board. Ian Buckingham is the founder of Bring Yourself 2 Work a consultancy of engagement specialists. He is a champion of the need for authenticity in communication and behavior between business owners, employees, colleagues and their customers, calling for greater coordination between the HR and Marketing functions for more effective brand management.