| 000 | 02718nam a22003257a 4500 | ||
|---|---|---|---|
| 005 | 20110802161350.0 | ||
| 008 | 110802t xxu||||| |||| 00| 0 eng d | ||
| 010 | _aENG-103199 | ||
| 020 |
_a9780071331807 _c650.00 |
||
| 020 |
_a0071331808 _c650.00 |
||
| 035 | _aEN-86732 | ||
| 037 | _bDBAD / PUB | ||
| 040 |
_adpl _bEnglish |
||
| 082 | _a658.827 | ||
| 100 |
_929868 _aMoffitt, Sean |
||
| 245 |
_aWikibrands : _cby Sean Moffitt [and] Mike Dover _breinventing your company in a customer-driven marketplace / |
||
| 260 |
_aNew Delhi _bTata McGraw Hill _c2011 |
||
| 270 |
_a7, West Patel Nagar _bNew Delhi _e110008 |
||
| 300 |
_axv, 318 p. : _c24cm (Hb) _bill. |
||
| 500 | _aIncludes bibliographical references (p. 291-308) and index. | ||
| 505 | _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. | ||
| 520 | _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 | ||
| 650 |
_929869 _aBranding (Marketing) |
||
| 650 |
_aProduct management. _930904 |
||
| 650 |
_aWikis (Computer science) _930905 |
||
| 651 | _91549 | ||
| 700 |
_929871 _aDover, Mike |
||
| 942 |
_2ddc _cEN _mMOF _h658.827 |
||
| 999 |
_c54726 _d54726 |
||