عنوان

Brand engagement

ويژگيها

(alk. paper)

شابک

0230573061

شابک

9780230573062

کد کشور

IR

شماره

136512

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

کشور محل نشر

IR

عنوان اصلي

Brand engagement

نام عام مواد

[Book]

ساير اطلاعات عنواني

:how employees make or break brands /Ian P. Buckingham

محل نشرو پخش و غیره

New York, N.Y. :

نام ناشر، پخش کننده و غيره

: Palgrave Macmillan,

تاریخ نشرو بخش و غیره

, 2008

نام خاص و کميت اثر

x, 221 p.

متن يادداشت

English

متن يادداشت

Includes index.

متن يادداشت

Brand engagement, everyman and the hero leader. What does great brand engagement feel like? The CEO is dead-long live the CEO! Are we at the tail end of spin? What characterises an effective chief engagement officer? -- Deconstructing brand ("but we don't even brand animals any more"). Brand and authenticity. Brand anthropology. New ways of telling old stories. Leadership engagement. Brand and motivation. The national perspective-nation branding. The ARM holdings story -- Through the looking-glass. What's been happening in the communication market? Employment brand. Engage people by letting them play. Inside-out communication (the power of partnership). Behaviour brand creep. Brandscape and the brand engagement journey. Mergers and acquisitions. The quest for balance. What do committed employees look like? Zurich Financial Services case study -- Culture as a weapon of mass construction. What's culture got to do wit it? The culture development process. A culture-first approach to change (motability case study). The use of tools -- Bring yourself to work. Everything begins with a story. Mythology, the ancient arts and employee engagement. The story of good company. Authenticity and engagement. John Lewis Group. A case study in engagement. Becoming comfortable with the emotional dimension. In conversation with an industry expert. Retention issues? The story of the Yorkshire Building Society-a true mutual. In conclusion.

موضوع مستند نشده

Brand name products.

موضوع مستند نشده

Organizational commitment.

موضوع مستند نشده

Employee motivation.

موضوع مستند نشده

Interpersonal communication

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Buckingham, Ian P., 1967 -, author

کشور

Iran

سازمان

University of Tehran. Kish International Campus

وضعیت فهرست نویسی

Old cataloging

فرمت انتشار

p

نوع ماده

BL

پیشوند ISBD اعمال شده است

1

تكميل شده

Y