Connecting with Customers
Autor Jed Hallamen Limba Engleză Hardback – 16 aug 2015
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Specificații
ISBN-13: 9781137397195
ISBN-10: 1137397195
Pagini: 200
Dimensiuni: 150 x 210 x 22 mm
Greutate: 0.45 kg
Editura: Palgrave MacMillan
Locul publicării:Basingstoke, United Kingdom
ISBN-10: 1137397195
Pagini: 200
Dimensiuni: 150 x 210 x 22 mm
Greutate: 0.45 kg
Editura: Palgrave MacMillan
Locul publicării:Basingstoke, United Kingdom
Descriere
Connecting with Customers dispels the common misconception that brands are at the centre of a consumer's universe. This ground-breaking book combines business strategy with technological insights and cultural understanding to explore how the world of business is changing, and how businesses can ultimately reconnect with consumers while achieving business goals.
Hallam analyses the behaviour and psychology of networks in-depth to reveal how businesses can understand what people want and how to communicate it to them effectively. This accessible and engaging book features interviews, case studies and practical guides for businesses, and defines some core principles for connecting with customers that current and future businesses can build upon.
Palgrave Pocket Consultants are concise, authoritative guides that provide actionable solutions to specific, high-level business problems that would otherwise drive you or your company to employ a consultant. Written for aspiring middle-to-senior managers working across business at any scale, they offer solutions to the most cutting-edge issues across modern business. Be your own expert and have the advice you need at your fingertips.
Hallam analyses the behaviour and psychology of networks in-depth to reveal how businesses can understand what people want and how to communicate it to them effectively. This accessible and engaging book features interviews, case studies and practical guides for businesses, and defines some core principles for connecting with customers that current and future businesses can build upon.
Palgrave Pocket Consultants are concise, authoritative guides that provide actionable solutions to specific, high-level business problems that would otherwise drive you or your company to employ a consultant. Written for aspiring middle-to-senior managers working across business at any scale, they offer solutions to the most cutting-edge issues across modern business. Be your own expert and have the advice you need at your fingertips.
Cuprins
1. Foreword and Introduction to the Purpose of this Book
2. How Behaviour Must Change in Marketing
3. Connecting Brand Advertising to Direct Advertising to Product Development to Loyalty Programs – Understanding the 'Organismistic' Nature of the Organisation
4. Brand Growth Versus Cultural Metabolism
5. Growing the Culture, to Grow the Category
6. Understanding Cultures Using Networks
7. In Practice
8. Conclusion
2. How Behaviour Must Change in Marketing
3. Connecting Brand Advertising to Direct Advertising to Product Development to Loyalty Programs – Understanding the 'Organismistic' Nature of the Organisation
4. Brand Growth Versus Cultural Metabolism
5. Growing the Culture, to Grow the Category
6. Understanding Cultures Using Networks
7. In Practice
8. Conclusion
Notă biografică
Jed Hallam is head of social strategy at Mindshare, a leading marketing and communications agency delivering marketing and strategy solutions and advanced analytics services. His current work involves working with brands like Ford, HSBC, and Unilever to understand how technology, culture and the evolving face of media are changing the way in which their businesses operate. Over the past 7 years, he has worked with some of the biggest brands in the world; from GlaxoSmithKline and Unilever, to first direct and Three – helping them to redefine how they connect with their consumer. He was social director at VCCP, where he worked on the world famous Compare The Meerkat campaign, the transition of MORE TH>N to a social business, and helped shape the social and digital strategy of O2. Prior to this he helped to build Wolfstar Consultancy (one of the UKs first social media consultancies) into a top 40 technology PR company and bought in global clients such as Discovery Channel, Sony Ericsson and GlaxoSmithKline.
Caracteristici
Jed Hallam will leverage his market and media contacts in promotion of the book. He regularly speaks at conferences such as IBM 2014, Wired, Digital Shoreditch, Social Media Week. He writes for a range of media, including Wired.co.uk, The Kernel, Times online and Revolution magazine and his personal network reaches over 150,000 individuals through twitter (5000+), blog followers (5000+) and other followers
Features a unique combination of business strategy with technological insights and cultural trends to explore how the task of connecting with customers is evolving
Includes interviews and case studies from IBM and Burberry
Features a unique combination of business strategy with technological insights and cultural trends to explore how the task of connecting with customers is evolving
Includes interviews and case studies from IBM and Burberry