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Branding Inside Out: Internes Branding in Theorie und Praxis
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eBay-Artikelnr.:146244980219
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- Binding
- Paperback
- Book Title
- Branding Inside Out
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780749478902
Über dieses Produkt
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
074947890X
ISBN-13
9780749478902
eBay Product ID (ePID)
2309481766
Product Key Features
Number of Pages
224 Pages
Publication Name
Branding inside Out : Internal Branding in Theory and Practice
Language
English
Subject
Leadership, Marketing / General, Personal Success, Motivational, Development / Business Development
Publication Year
2017
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0 in
Item Weight
12.1 Oz
Item Length
0.9 in
Item Width
0.6 in
Additional Product Features
Intended Audience
College Audience
LCCN
2017-285764
Reviews
Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers., Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems., Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value.
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.3/14
Table Of Content
** Chapter - 01: The Changing World of Internal Branding [Nicholas Ind]; ** Chapter - 02: Living Brand Orientation: How a Brand-Oriented Culture Supports Employees to Live the Brand [Holger J Schmidt]; ** Chapter - 03: Unleashing the Internal Fan Community through Brand-Oriented Leadership [Felicitas Morhart]; ** Chapter - 04: Bond Dickinson: Leading by Example [Erika Uffindell]; ** Chapter - 05: Internal Branding: A Roadmap to Brand Value Co-Creation [Fathima Saleem and Oriol Inglesias]; ** Chapter - 06: Transforming Brand and Culture at NN Group [Marije Scholma, Remco Barbier and Chris Kersbergen]; ** Chapter - 07: 'Living the CSR Brand': Model, Best Practices and Recommendations [Carsten Baumgarth]; ** Chapter - 08: Participation Builds the Brands: VSO's People Brand [Nick Pullan and Hannah Gilman]; ** Chapter - 09: Living Brands: The Characteristics of Living Brand Companies [Rik Riezebos]; ** Chapter - 10: How adidas Attracts and Retains Talent [Steve Fogarty]; ** Chapter - 11: Internal Brand Management: Employees as a Target Group for Brand Management [Christoph Burmann and Rico Piehler]
Synopsis
Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people., Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter., Build a successful brand and create value through achieving the active involvement of your organisation's people.
LC Classification Number
HF5549.5
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- 6***y (307)- Bewertung vom Käufer.Letzter MonatBestätigter Kauf2 books from this place…both got shipped very fast and were like brand new at a great price. Highly recommended!…..A++
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- _***w (29)- Bewertung vom Käufer.Letzter MonatBestätigter Kaufthe quality was good condition good value very good appearance not bad. over all it was a very good buy
ThriftBooks
98,9% positive Bewertungen•19.8 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
Verkäuferbewertungen (5'707'105)
- 6***y (307)- Bewertung vom Käufer.Letzter MonatBestätigter Kauf2 books from this place…both got shipped very fast and were like brand new at a great price. Highly recommended!…..A++
- 6***y (307)- Bewertung vom Käufer.Letzter MonatBestätigter KaufVirtually brand new…great price…fast shipping…A+
- _***w (29)- Bewertung vom Käufer.Letzter MonatBestätigter Kaufthe quality was good condition good value very good appearance not bad. over all it was a very good buy