Gleichgültig, wie gut eine Marke am Markt positioniert ist - ein einziger negativer Kontakt zwischen Kunde und Mitarbeiter reicht schon aus, um den guten Ruf zu ruinieren. Um diese Situation zu vermeiden, müssen Unternehmen sicherstellen, daß das gesamte Unternehmen, insbesondere die Mitarbeiter mit Kundenkontakt, die "Marke leben". Denn wenn Mitarbeiter nicht in der Lage sind, das Wesen der Marke durch ihr Handeln zu repräsentieren, können Sie den Unternehmenserfolg erheblich beeinträchigen. Hamish Pringle (Marketingexperte) und William Gordon (Managementexperte) haben in "Brand Manners" ein…mehr
Gleichgültig, wie gut eine Marke am Markt positioniert ist - ein einziger negativer Kontakt zwischen Kunde und Mitarbeiter reicht schon aus, um den guten Ruf zu ruinieren. Um diese Situation zu vermeiden, müssen Unternehmen sicherstellen, daß das gesamte Unternehmen, insbesondere die Mitarbeiter mit Kundenkontakt, die "Marke leben". Denn wenn Mitarbeiter nicht in der Lage sind, das Wesen der Marke durch ihr Handeln zu repräsentieren, können Sie den Unternehmenserfolg erheblich beeinträchigen. Hamish Pringle (Marketingexperte) und William Gordon (Managementexperte) haben in "Brand Manners" ein solides Schema erarbeitet, mit deren Hilfe jedes Unternehmen lernen kann, durch Leben und Repräsentieren der Marke ein ganzheitliches Markenkonzept und eine markenorientierte Servicekultur aufzubauen. Mit zahlreichen Fallstudien von Spitzenunternehmen wie z.B. British Airways, Monsanto, Gateway 2000, Coca-Cola, McDonalds und Burger King. Praxisorientiert und topaktuell!Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
HAMISH PRINGLE is the director of Brand Beliefs Ltd and the IPA Consultant Director of Marketing Strategy. He has previously held the posts of Vice Chairman, Director of Marketing at Saatchi Saatchi, Chairman of NABs (the communication industry charity), Chairman of the IPA Advertising Effectiveness Committee, and has been an IPA Council Member. He gained a BA in PPE from Trinity College, Oxford. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands. WILLIAM GORDON is Strategy Partner with Accenture (formerly Andersen Consulting), one of the world's premier management consulting firms. He obtained a BSc in engineering at King's College London and an AMBA Diploma in INternational Studies at London Business School. He has previously held the post of Senior Vice President at Gemini Consulting.
Inhaltsangabe
Introduction PART ONE : The Brand Manners Book of Life "Manners Maketh Man" Customers-The Brand Promise and Individual Brand Manners Corporations - Happy Surprises The Tesco Story PART TWO: The Brand Manners Way The Self-confident Organisation Brand Manners Approach Brand Manners in Action The Orange Story PART THREE: The Brand Manners Improvement Cycle Section One: Individual Behaviour Conditioning Creates Brands How Boundaries Create Self-confidence Making the Most of Habits Reducing Stress in the Organisation Section Two: Encounters Being Ready to Defend the Brand Minimising Corporate Distance Managing the Irrational How Trust Fits In Section Three: The Brand Promise High Tech, High Touch in Branding Dealing with the New Consumerism How Brand Problems can be Part of the Solution Protecting the Brand Section Four: "Happy Surprises" How Defining Gestures Build Brands Really Listening Adds Real Value The Power of Customer Pledges Moments of Truth Section Five: "Feeling Good" Defining Outstanding Customer Service The Importance of Under-promising and Over-delivering How Enabled Employees can Deliver for Customers Recruiting in Line with the Brand's Values PART FOUR: The Brand Manners How-To Guides The Chief Executive Officer The Marketing Director The Employee Management Customers Conclusion
Introduction PART ONE : The Brand Manners Book of Life "Manners Maketh Man" Customers-The Brand Promise and Individual Brand Manners Corporations - Happy Surprises The Tesco Story PART TWO: The Brand Manners Way The Self-confident Organisation Brand Manners Approach Brand Manners in Action The Orange Story PART THREE: The Brand Manners Improvement Cycle Section One: Individual Behaviour Conditioning Creates Brands How Boundaries Create Self-confidence Making the Most of Habits Reducing Stress in the Organisation Section Two: Encounters Being Ready to Defend the Brand Minimising Corporate Distance Managing the Irrational How Trust Fits In Section Three: The Brand Promise High Tech, High Touch in Branding Dealing with the New Consumerism How Brand Problems can be Part of the Solution Protecting the Brand Section Four: "Happy Surprises" How Defining Gestures Build Brands Really Listening Adds Real Value The Power of Customer Pledges Moments of Truth Section Five: "Feeling Good" Defining Outstanding Customer Service The Importance of Under-promising and Over-delivering How Enabled Employees can Deliver for Customers Recruiting in Line with the Brand's Values PART FOUR: The Brand Manners How-To Guides The Chief Executive Officer The Marketing Director The Employee Management Customers Conclusion
Rezensionen
"...enlightening and inspiring..." (Public Relations Quarterly, Winter 2001)
"accessible and reader-friendly book."(Ambassador, March 2001)"Contemporary stories, useful summaries and a how-to-guide for chief executives, directors, staff, management and customers make this an essential read for budding brand builders"(Sunday Times, 22nd April 2001)"The authors offer a solid framework to help companies to look on a strong brand as a way to change a 'command and control' mode into a more self-confident organisation." (Chartered Secretary, May 2001)"I recommend that you buy and read it."(Marketing, 24 th May 2001)"This book show ways in which a sales force, call-centre, shop floor and even an entire boardroom can be enlisted for the benefit of the brand and the company."(Sales Director, May 2001)." I would recommend this book to anyone who wishes to apply a more focused and driven approach to their work."(Accounting Technician, November 2001)"...enlightening and inspiring..." (Public Relations Quarterly, Winter 2001)
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