The Open Brand: When Push Comes to Pull in a Web-Made World

Kelly Mooney, Nita Rollins

ISBN 10: 0321544234 ISBN 13: 9780321544230

Verlag: New Riders, 2008

Sprache: Englisch

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Bibliografische Details

Titel

The Open Brand: When Push Comes to Pull in a Web-Made World

Verlag

New Riders

Erscheinungsjahr

2008

Sprache

Englisch

ISBN-10

0321544234

ISBN-13

9780321544230

Einband

Softcover

Zustand

Very Good

Signiert

Signatur des Verfassers

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Inhaltsangabe

Many of the best brands today are of geek pedigree, powered by the technologies, traits and trends of the ascendant digital channel. Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence. These include the creating, sharing and influencing behaviors of an online population no longer content merely to consume, and the potent pairing of digital notoriety and network effects, which has given rise to the icitizenry.

From these sociocultural forces emerges a radical business imperative: to open up to consumer involvement in a brand's messages and offerings. Published under Peachpit's New Riders imprint in partnership with AIGA Design Press, The Open Brand illuminates both the risks and immense rewards of doing so, and describes the essential consumer experiences that are requisite for cultural relevance―On-demand, Personal, Engaging, and Networked experiences, representing the chief values of the web-made world.

�ber die Autorin bzw. den Autor

Kelly Mooney has been a consumer-centric marketing innovator for 20 years, and is the President of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, one of the first marketing books to showcase the consumer's perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including The Wall Street Journal, Business Week,Fortune, Inc., Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS's "The Early Show," Nikkei Business (Japan), Vente a Distance (France), andCapital (Dubai).

Nita Rollins, Ph. D is a multidisciplinary thinker and Innovation Consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-Metaphysical Film (2008), and of articles forDesign Management Journal, New Design (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her Ph.D. in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.

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With 3 stores less than 1 hour outside the DC/Metropolitan area (1 in Gaithersburg, 1 in Frederick and 1 in Hagerstown, MD), we have the largest selection of books in the tri-state area. Wonder Book and Video has been in business since 1980 and online since 1997. We have over 1 Million books for sale on our website and another 1 Million books for sale in our 3 locations. Items on Abe are not necessarily in stock at our retail locations. Please do not call the stores to place orders for Abe Books sales. We have a very active online inventory and as such, we can receive multiple orders for the same item. We fill those orders on a first come first serve basis, but will refund promptly any items that are out of stock. Since 1980 it has always been about the books. ALL kinds of books from 95 cent children's paperbacks to five figure rare and collectibles. A merging of the old and new is where we started, and it is where we are today. Our retail stores have always been places where a reader can rush in looking for a title needed for a term paper that is due the next day, or where bibliophiles can get lost "in the stacks" for as long as they wish. In 2002 USAToday recognized us as "1 of 10 Great Old Bookstores", and we have been featured in numerous other newspaper and TV stories including Washington Post and CSpan. Members ABAA, ILAB.

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