Passion branding
by
Duffy, Neill.
Title
:
Passion branding
Author
:
Duffy, Neill.
ISBN
:
9780470850527
Personal Author
:
Duffy, Neill.
Publication Information
:
Chichester : John Wiley & Sons, ©2003.
Physical Description
:
xiii, 249 pages : illustrations ; 24 cm
Contents
:
Passion branding -- a new way of marketing -- The passion economy -- a new way of thinking -- Building brands in the passion economy -- Passion branding -- more than just brand building -- Passion platforms -- Strategic passion branding management -- The measurement challenge -- return on investment and accountability.
Abstract
:
This book is ESSENTIAL READING! WHY? Because: It is illustrated with examples of successful sponsorship, cause and other emotion-related marketing programmes from around the world including Coca-Cola and Hyundai℗s sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and Laureus Includes "leading thoughts" from the some of the worlds leading Passion Branders: Coca-Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and Velocity It provides marketers with the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhile It includes the latest thinking vis--̉vis sponsorship℗s role as a brand-building and multi-faceted marketing tool It provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene℗s evalu8 _
Subject Term
:
Branding (Marketing)
Branding (Marketing) -- Case studies.
Added Author
:
Hooper, Jo.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| VEGA Bordeaux | General Books | 000005721 | 658.827 DUF | 1 |
| VEGA Durban | General Books | 000014045 | 658.827 DUF | 1 |