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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780470575420
· 쪽수 : 240쪽
· 출판일 : 2010-07-06
목차
Preface.
Acknowledgments.
Chapter 1 The Billion-Dollar Question.
The Evolution of the Silo—Rewired.
What’s Ahead?
Chapter Highlights.
Chapter 2 Value Is in the Eye of the Beholder.
Driving Trends in Intellectual Asset Valuation—Why it Matters to You.
When and How Intellectual Assets are Valued.
Increasing the Return on Investment of Your Next Project.
Want Your Brand Listed as a Top 100 Brand?
Chapter Highlights.
Chapter 3 Designing in IP.
The Creative Process.
Product Packaging and Product Design.
Name and Logo Design.
Campaign and Connection to the Consumer.
Culture.
Chapter Highlights.
Chapter 4 The Influencers.
Consumer-Based Insights.
Content as Marketing.
Cost of Litigation, Risk, and Uncertainty.
The Dilution Dilemma.
Limited Budgets.
Chapter Highlights.
Chapter 5 The Black Box.
A Fictional Case Study—Emerson Jones.
Research and Development.
Marketing and Advertising Campaign.
Public Relations and Investor Relations.
Avoiding Costly Lawsuits.
Return on Investment.
Chapter Highlights.
Chapter 6 Integrating a Brand Rewired Process.
The Environment and Incentives.
The Innovation Process.
Implementation.
A Do-Over for Emerson Jones.
The Leadership.
Chapter Highlights.
Chapter 7 The Brand Maestro.
The Brand Maestro Job Description.
The Intellectual Asset Strategy.
How to Get Started in Your Organization.
Chapter Highlights.
Chapter 8 The Thought Leaders.
General Mills.
Procter & Gamble.
Kraft Foods.
Kimberly-Clark.
Kodak.
Harley-Davidson.
Yahoo!
Intel.
Scripps Networks Interactive.
Libby Persyk Kathman (LPK).
Northlich (Brand Engagement Agency).
Interbrand (Branding Consultancy).
The Entrepreneurial Journey.
Epilogue Brand Capitol and Brand Maestro.
Did You Know?
Appendix A Discussion Questions.
Appendix B About the People Interviewed in This Book.
Appendix C Mutual Nondisclosure Agreement.
Appendix D Sample Questionnaire for Planning Sessions.
Appendix E Team Meeting Agenda.
Appendix F Sample Intellectual Asset Strategy Document.
Appendix G List of Trademarks.
References.
About the Authors.
Index.
