Juicing the orange: how to turn creativity into a powerful business advantage
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Press
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. [201]-206) and index |
| Beschreibung: | ix, 228 p., [8] p. of plates Ill. 25 cm |
| ISBN: | 1591399270 |
Internformat
MARC
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| 245 | 1 | 0 | |a Juicing the orange |b how to turn creativity into a powerful business advantage |c Pat Fallon and Fred Senn |
| 264 | 1 | |a Boston, Mass. |b Harvard Business School Press |c 2006 | |
| 300 | |a ix, 228 p., [8] p. of plates |b Ill. |c 25 cm | ||
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| 500 | |a Includes bibliographical references (p. [201]-206) and index | ||
| 650 | 4 | |a Créativité dans les affaires | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Produits commerciaux - Gestion | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Creative ability in business | |
| 650 | 4 | |a Product management | |
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| 700 | 1 | |a Senn, Fred |e Verfasser |4 aut | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Acknowledgments vii
Lkaptek One
Redefining Creativity in Today s
Marketing Environment 1
Qutpte t Tu o
Outpacing the Commoditization of Your Brand 23
How the Right Emotional Connection Freed
Citibank from the Commodity Trap
Chapter Th use
Fighting for Your Brand s Voice 39
How United Airlines Stayed Connected with
Its Core Customers Through Multiple Crises
Chapter 7ou t
Establishing and Leveraging a
Category Advantage 57
How a Catchphrase Captured the Category
for Holiday Inn Express
Lkaptek yioe
Overcoming a Serious Branding Problem 73
How Skoda UK Rescued Its Brand from Public Ridicule
Utopte t Out
Reviving a Mature Consumer Brand 87
How a Relic from the Corporate Attic Revived Lee Jeans
Giapte t Seven
Reenergizing a Mature Business Brand 107
How EDS Emerged from B2B Brand Obscurity
Cftoptefc £i«ffct
Choosing the Best Media for the Message 125
How BMW Reached Drivers on Their Own Turf—the Internet
Marketing a Network of Businesses 147
Under One Brand
How the Islands of the Bahamas Reorganized
as a Brandable Destination
Rethinking Customer Engagement 163
Why Share of Market No Longer Depends on Share of Voice
Quipte t eleven
Lessons Learned 185
How to Juice Your Environment for Creativity
Notes 201
Index 207
About the Authors 227
|
| adam_txt |
Acknowledgments vii
Lkaptek One
Redefining Creativity in Today's
Marketing Environment 1
Qutpte t Tu o
Outpacing the Commoditization of Your Brand 23
How the Right Emotional Connection Freed
Citibank from the Commodity Trap
Chapter Th use
Fighting for Your Brand's Voice 39
How United Airlines Stayed Connected with
Its Core Customers Through Multiple Crises
Chapter 7ou t
Establishing and Leveraging a
Category Advantage 57
How a Catchphrase Captured the Category
for Holiday Inn Express
Lkaptek yioe
Overcoming a Serious Branding Problem 73
How Skoda UK Rescued Its Brand from Public Ridicule
Utopte't Out
Reviving a Mature Consumer Brand 87
How a Relic from the Corporate Attic Revived Lee Jeans
Giapte't Seven
Reenergizing a Mature Business Brand 107
How EDS Emerged from B2B Brand Obscurity
Cftoptefc £i«ffct
Choosing the Best Media for the Message 125
How BMW Reached Drivers on Their Own Turf—the Internet
Marketing a Network of Businesses 147
Under One Brand
How the Islands of the Bahamas Reorganized
as a Brandable Destination
Rethinking Customer Engagement 163
Why Share of Market No Longer Depends on Share of Voice
Quipte't eleven
Lessons Learned 185
How to Juice Your Environment for Creativity
Notes 201
Index 207
About the Authors 227 |
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| spelling | Fallon, Patricia Verfasser aut Juicing the orange how to turn creativity into a powerful business advantage Pat Fallon and Fred Senn Boston, Mass. Harvard Business School Press 2006 ix, 228 p., [8] p. of plates Ill. 25 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [201]-206) and index Créativité dans les affaires Marketing Produits commerciaux - Gestion Creative ability in business Product management Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktmarketing (DE-588)4134049-8 gnd rswk-swf Produktmarketing (DE-588)4134049-8 s Produktmanagement (DE-588)4125960-9 s DE-604 Senn, Fred Verfasser aut http://www.loc.gov/catdir/toc/ecip065/2005036310.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015652502&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fallon, Patricia Senn, Fred Juicing the orange how to turn creativity into a powerful business advantage Créativité dans les affaires Marketing Produits commerciaux - Gestion Creative ability in business Product management Produktmanagement (DE-588)4125960-9 gnd Produktmarketing (DE-588)4134049-8 gnd |
| subject_GND | (DE-588)4125960-9 (DE-588)4134049-8 |
| title | Juicing the orange how to turn creativity into a powerful business advantage |
| title_auth | Juicing the orange how to turn creativity into a powerful business advantage |
| title_exact_search | Juicing the orange how to turn creativity into a powerful business advantage |
| title_exact_search_txtP | Juicing the orange how to turn creativity into a powerful business advantage |
| title_full | Juicing the orange how to turn creativity into a powerful business advantage Pat Fallon and Fred Senn |
| title_fullStr | Juicing the orange how to turn creativity into a powerful business advantage Pat Fallon and Fred Senn |
| title_full_unstemmed | Juicing the orange how to turn creativity into a powerful business advantage Pat Fallon and Fred Senn |
| title_short | Juicing the orange |
| title_sort | juicing the orange how to turn creativity into a powerful business advantage |
| title_sub | how to turn creativity into a powerful business advantage |
| topic | Créativité dans les affaires Marketing Produits commerciaux - Gestion Creative ability in business Product management Produktmanagement (DE-588)4125960-9 gnd Produktmarketing (DE-588)4134049-8 gnd |
| topic_facet | Créativité dans les affaires Marketing Produits commerciaux - Gestion Creative ability in business Product management Produktmanagement Produktmarketing |
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