Books

20+ results found
Title Authors Description OpenBook ID
Brand New Brand New Nancy F. Koehn "Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buy… OL11604334W
Brand vision Brand vision David Taylor David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforwar… OL12272297W
Creating breakthrough products Creating breakthrough products Jonathan Cagan This is the eBook version of the printed book.Creating Breakthrough Products identifies key factors associated with successful innovation, and presents an insightful and comprehensive approach to bui… OL12339579W
Accidental branding Accidental branding David Vinjamuri Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental"… OL12388833W
Shiny objects marketing Shiny objects marketing David A. LaBonte "Shiny Objects Marketing has given us a dramatic new insight into what our customers want and how to make our service a shiny object." --Michael Purcell, Senior Vice President, Product Development, … OL12947439W
Agile Excellence for Product Managers Agile Excellence for Product Managers Greg Cohen Organizations are constantly struggling with complex development projects and are in search for a few, straightforward, and easy to learn methods to help deal with their problems. For this reason, m… OL15177739W
The PDMA ToolBook 1 for New Product Development The PDMA ToolBook 1 for New Product Development Paul Belliveau Practical cross-functional coverage of the entire product development process from idea generation through delivery of the final assembled product. Includes sections on benchmarking and changing y… OL15187117W
Wikibrands Wikibrands Sean Moffitt 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 descript… OL15975673W
Branding and sustainable competitive advantage Branding and sustainable competitive advantage Avinash Kapoor,Chinmaya Kulshretha "This book explores the processes involved in managing brands for long-term sustainable competitive advantage, helping readers better understand the importance of consumers' perceptions in brand mana… OL16151988W
The complete social media community manager's guide The complete social media community manager's guide Marty Weintraub This guide features proven tactics and techniques for social community managers. Topics include a detailed guide to today's social media platforms, how to organize and successfully share content, usi… OL17862086W
Achieve brand integrity! Achieve brand integrity! Gregg Lederman Do employees in your company consistently think, speak, and behave in ways that strengthen the work culture and customer experience? Do they really buy in to the company brand? Achieve Brand Integrit… OL17924166W
Creativity in product innovation Creativity in product innovation Jacob Goldenberg,David Mazursky "Creativity in Product Innovation describes a remarkable new technique for improving the creativity process in product design. Certain "regularities" in product development are identifiable, objectiv… OL19838527W
From brand vision to brand evaluation From brand vision to brand evaluation L. De Chernatony Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how br… OL19851345W
Mass Customization Mass Customization Charu Chandra Mass Customization: A Supply Chain Approach is a text on the emerging topic of mass customization in manufacturing. The contributed chapters in this book provide a unified treatment to the topic by o… OL19885984W
Product Lifecycle Management. Towards Knowledge-Rich Enterprises Product Lifecycle Management. Towards Knowledge-Rich Enterprises Louis Rivest This book constitutes the refereed post-proceedings of the 9th IFIP WG 5.1 International Conference on Product Lifecycle Management, PLM 2012, held in Montreal, Canada, in July 2012. The 58 full pape… OL19897014W
Identity-Based Brand Management Identity-Based Brand Management Christoph Burmann,Nicola-Maria Riley,Michael Schade,Tilo Halaszovich 1 online resource (x, 313 pages) OL20737796W
Methodengestützte Produktentwicklungsprozesse Methodengestützte Produktentwicklungsprozesse Markus Mierzwa Seit geraumer Zeit steht das Konzept der kundengerechten Qualität im Zentrum der betriebswirtschaftlichen Diskussion. Die Produktqualität bietet jedoch nur dann einen exzellenten Wettbewerbsvorteil, … OL3171618W
Brand warfare Brand warfare David F. D'Alessandro While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D'Alessandro, transformed itself from a sleepy old lif… OL5800884W
Stimulating innovation in products and services Stimulating innovation in products and services J. Jerry Kaufman Practical techniques to help any organization innovate and succeed In this groundbreaking book, internationally acclaimed authors demonstrate that innovation can be mastered via systematic and r… OL5848582W
The hero and the outlaw The hero and the outlaw Margaret Mark A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how… OL6224455W
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