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| Deldications Quotation Acknowledgements Publisher's Note Preface Foreword Part I THE BRAND MANNERS BOOK OF LIFE 1 ' Manners Maketh Man' 2 Customers-The Brand Promise and individual Brand Manners 3 Corporations-Happy Surpreises 4 The Tesco Story Part II THE BRAND MANNERS WAY 5 The Self-confident Organisations 6 Brand Manners Approach 7 Brand Manners in Action 8 The Orange Story Part III THE BRAND MANNERS IMPROVEMENT CYCLE Section One: Individual Behaviours 9 Conditioning Creates Brands 10 How Boundaries Create Self-confidence 11 Making the Most of Habits 12 Reducing Stress in the Organisation Section Two: Encounters 13 Being Ready to Defend the Brand 14 Minimising Corporate Distance Case History: Coca-Cola 15 Managing the Irrational 16 How Trust Fits In Section Three: The Brand Promise 17 High Tech, High Touch in Branding Case History: The New Zealand Herald Call Centre 18 Dealing with the New Consumerism Case History: Barclays Bank 19 How Brand Problems can be Part of the Solution Case History: Gateway 2000 20 Protecting the Brand Section Four: 'Happy Surprises' 21 How Defining Gestures Build Brands Case History: Disney 22 Really Listening Adds Real Value Case History: The Institute of Practitioners in Advertising 23 The Power of Customer Pledges Case History: Carphone Warehouse …… Part IV The Brand Manners How-TO Guides Conclusion Quotation Bibliography Webography Index |
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