The cool factor: building your brand's image through partnership marketing

INDICE: Dedication. Acknowledgments. About the Author. Introduction. Chapter One. The Birth of The Cool a 101 Primer. Chapter Two. The Prime Marketing Motivators Too Much of a Good or bad Thing? Chapter Three. Expanding Your Brand's IdentityPartnership Marketing Outside of Your Core Market. Chapter Four. We Will, We Will, Rock You Marketing to the Big Beat. Chapter Five. The Recoding Industry An Endangered Species or Emerging Opportunity for Marketing Partnerships? Chapter Six. Product PlacementThe Inside Story of Getting Your Brand intoMovies and Television. Chapter Seven. Event MarketingReaching Your Core Demo One on One. Chapter Eight. Charitable Causes Doing Good Things for the Right Reasons. Chapter Nine. The Celebrity Quotient How to Wrangle It, and How to Deal with It When You Do. Chapter Ten. Promotions as an Excuse to Advertise But We Don't Really Need an Excuse, Do We? Chapter Eleven. California Dreaming -TheEssence of The Cool Factor in Partnership Marketing. Chapter Twelve. Putting It All Together Real Time Examples. Chapter Thirteen. The Future of Partnership MarketingRiding the Wave of a Trend and Not to Wiping Out.

• ISBN: 978-0-470-37196-1
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 288
• Fecha Publicación: 29/10/2008
• Nº Volúmenes: 1
• Idioma: Inglés