02718nam a22003257a 4500 20110802161350.0 110802t xxu||||| |||| 00| 0 eng d ENG-103199 9780071331807 650.00 0071331808 650.00 EN-86732 DBAD / PUB dpl English 658.827 29868 Moffitt, Sean Wikibrands : by Sean Moffitt [and] Mike Dover reinventing your company in a customer-driven marketplace / New Delhi Tata McGraw Hill 2011 7, West Patel Nagar New Delhi 110008 xv, 318 p. : 24cm (Hb) ill. Includes bibliographical references (p. 291-308) and index. The 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. 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 description 29869 Branding (Marketing) Product management. 30904 Wikis (Computer science) 30905 1549 29871 Dover, Mike ddc EN MOF 658.827 54726 54726 0 0 ddc 0 1 NFIC DBAD DBAD 2011-08-02 DBAD/PUB 650.00 0 658.827 MOF EN-86732 2011-08-02 00:00:00 1 650.00 2011-08-02 EN