On purpose : delivering a branded customer experience people love / Shaun Smith, Andy Milligan.
Material type: TextPublisher: London ; Philadelphia : Kogan Page, 2015Description: 1 online resourceContent type:- text
- computer
- online resource
- 9780749471927
- 0749471921
- Customer relations
- Relationship marketing
- Branding (Marketing)
- Marketing relationnel
- Stratégie de marque
- branding
- Customer Services
- Public Relations
- BUSINESS & ECONOMICS -- Customer Relations
- BUSINESS & ECONOMICS -- Marketing -- General
- BUSINESS & ECONOMICS -- Management
- BUSINESS & ECONOMICS -- Industrial Management
- BUSINESS & ECONOMICS -- Management Science
- BUSINESS & ECONOMICS -- Organizational Behavior
- Branding (Marketing)
- Customer relations
- Relationship marketing
- Brands and branding
- Sales and marketing
- Customer services
- Public relations
- 658.8/12 23
- HF5415.5 S595 2015eb
- BUS018000 | BUS043000 | BUS041000
Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Electronic-Books | OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Includes index.
"With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter"-- Provided by publisher.
"Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - Lego - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos"-- Provided by publisher.
Print version record.
Includes bibliographical references and index.
ONE: Stand Up; 01: Purpose Driven; 02: Purposeful Leadership; TWO: Stand Out; 03: Infectious Communication; 04: Distinctive Customer Experience; 05: Continuous Innovation; THREE: Stand Firm; 06: Cult-Like Culture; 07: Distinctive Employee Experience; 08: Experience Measurement; 09: Never Stand Still; 10: On Purpose Profile; 11: How to Implement -- Successfully; 12: Putting the Principles into Practice
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