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Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.
Achat du livre
The Open Brand, Kelly Mooney, Nita Rollins
- Langue
- Année de publication
- 2008
- product-detail.submit-box.info.binding
- (souple),
- État du livre
- Bon
- Prix
- 2,79 €
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