The cool factor building your brand's image through partnership marketing - Breckenfeld, Del (Wiley, 2009)
Includes bibliographical references (p. 247-254) and index
Dedication. Acknowledgments. About the Author. Introduction. -- Chapter One. The Birth of The Cool -- a 101 Primer. -- Chapter Two. The Prime Marketing Motivators -- Too Much of a Good or bad Thing? -- Chapter Three. Expanding Your Brand's Identity-Partnership Marketing Outside of Your Core Market. -- Chapter Four. We Will, We Will, Rock You -- Marketing to the "Big Beat". -- Chapter Five. The Recoding Industry -- An Endangered Species or Emerging Opportunity for Marketing Partnerships? -- Chapter Six. Product Placement-The Inside Story of Getting Your Brand into Movies and Television. -- Chapter Seven. Event Marketing-Reaching Your Core Demo One on One. -- Chapter Eight. Charitable Causes -- Doing Good Things for the Right Reasons. -- Chapter Nine. The Celebrity Quotient -- How to Wrangle It, and How to Deal with It When You Do. -- Chapter Ten. Promotions as an Excuse to Advertise -- But We Don't Really Need an Excuse, Do We? -- Chapter Eleven. California Dreaming -The Essence of "The Cool Factor" in Partnership Marketing. -- Chapter Twelve. Putting It All Together -- Real Time Examples. -- Chapter Thirteen. The Future of Partnership Marketing-Riding the Wave of a Trend and Not to Wiping Out