Wikibrands : reinventing your company in a customer-driven marketplace /
Moffitt, Sean
Wikibrands : reinventing your company in a customer-driven marketplace / Sean Moffitt and Mike Dover. - New York: Mc Graw Hill , 2011 - xv, 318 p. : ill. ; 24 cm.
Includes bibliographical references (p. 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.
Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time. --from publisher description
9780071749275
Branding (Marketing)
Product management.
Internet marketing.
Wikis (Computer science)
Quản lý tiếp thị
Quản lý sản xuất
Quảng cáo trên mạng Internet
Khoa học máy tính
Business Administration
HD69.B7 / M653 2011
658.8/27 / MOF 2011
Wikibrands : reinventing your company in a customer-driven marketplace / Sean Moffitt and Mike Dover. - New York: Mc Graw Hill , 2011 - xv, 318 p. : ill. ; 24 cm.
Includes bibliographical references (p. 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.
Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time. --from publisher description
9780071749275
Branding (Marketing)
Product management.
Internet marketing.
Wikis (Computer science)
Quản lý tiếp thị
Quản lý sản xuất
Quảng cáo trên mạng Internet
Khoa học máy tính
Business Administration
HD69.B7 / M653 2011
658.8/27 / MOF 2011
