02438nam a22002897a 450000500170000000800410001701000150005802000260007302000230009903500130012203700150013504000180015008200120016810000180018024501160019826000380031427000430035230000360039550000640043150513490049552002070184465000250205165000240207665000290210065100030212970000160213220110802161350.0110802t        xxu||||| |||| 00| 0 eng d  aENG-103199  a9780071331807c650.00  a0071331808c650.00  aEN-86732  bDBAD / PUB  adplbEnglish   a658.827  aMoffitt, Sean  aWikibrands : cby  Sean Moffitt [and]  Mike Doverbreinventing your company in a customer-driven marketplace /   aNew DelhibTata McGraw Hillc2011  a7, West Patel NagarbNew Delhie110008  axv, 318 p. : c24cm (Hb) bill.  aIncludes bibliographical references (p. 291-308) and index.  aThe 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.  aSean 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  aBranding (Marketing)  aProduct management.  aWikis (Computer science)    aDover, Mike