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ID:40085281
大小:2.60 MB
页数:24页
时间:2019-07-20
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1、InthiseditionVolume6,Issue3BookexcerptTheMeaningfulBrand-ReadanadvanceexcerptPointofViewAdResearchFacestheFutureHowBigDataLiberatesResearchDigitalIsPowerful.HandlewithCareVideoContentRepurposingTVAdsforEffectiveOnlineUseWhatMarketersAreLearningFromNeurosc
2、ienceandMorePublishedArticlesSmartphoneWars:SwappingStrategies,WinningConsumersTheUnbearableLightnessofBrandCorporateCitizenship,WhyBrandsAreTakingActionTheValueofModernTargetingApproachesAFocusonBrandBuildingMakesUKBusinessesStandApartCreativeQualityinMo
3、bileMattersMorethanEverKnowledgePointsDoesHumourMakeAdsMoreEffective?AcknowledgementsShareAnexcerptfrom“TheMeaningfulBrand”ByNigelHollisBuytheBookPublisher:PalgraveMacmillanACrisisofAvailableOctober22,2013Amazon.comKindleConfidenceiBooksBarnes&NobleinMark
4、eting800-CEO-ReadTheworldofmarketingisinfinitelymorecomplexthanitwaswhenIstartedmycareeroverthreedecadesago;thatmuchisindisputable.Buttheessentialprocessbywhichmarketingbuildsabrandandaddsvaluetoabusinesshasnotchanged.Why?Becausehumannaturehasnotchanged.A
5、ndthatmeansthepotentialtobuildstrong,valuablebrandsisasgreatnowasitwasthen—perhapsevenmoreso.Inspiteofthiscontinuity,thevalueofmarketingasapracticeisundergreaterscrutinytodaythaneverbefore.Marketersareconstantlyaskedtoprovetheirreturnoninvestmentandtodomo
6、rewithless.Myownobservationssuggestthatinsteadofrisingtothechallenge,themarketingprofessionisshootingitselfinthefoot.Atatimewhenbrandsaremorevaluablethanever,boughtandsoldformanytimestheirannualrevenues,wearelosingsightofwhatmakesbrandsenduring,valuableFr
7、omTheMeaningfulBrandbyNigelHollis.Copyright©2013bytheauthorandreprintedbypermissionofPalgraveMacmillan,adivisionofMacmillanPublishersLtd.“THEULTIMATEROLEOFASTRONGBRANDISTOCOMMANDAPRICEPREMIUMOVERCOMPARABLEPRODUCTS”assets.Weignorewhatmakespeoplewanttobuybr
8、andsandbewillingtopayapremiumforthem.Why?Becausesomanyday-to-daytasksdemandourattention.Wearesobusyexecutingthatwehaveforgottenwhywearedoingwhatwearedoing,andwerelyonmetricstoguideouractionswithoutjudgingtheirreleva
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