Business Horizons (2011) 54, 193—207 www.elsevier.com/locate/bushor The uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging
Words: 12407 - Pages: 50
J.C. Penney’s Real Problem: The Shrinking Middle Class * Rita McGrath April 12, 2013 Ron Johnson’s office seat has barely cooled off following his departure as business observers everywhere dissect what went so dreadfully wrong at J.C. Penney. The former Apple executive was too Silicon Valley for the Plano, Texas, retailer. He was arrogant. He didn’t test his ideas, maintaining the Apple mantra that customers don’t know what they want until you show it to them. He approved marketing campaigns
Words: 8818 - Pages: 36
Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 430 Skill: Concept Objective: 15-1 2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing
Words: 9285 - Pages: 38
CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require
Words: 219639 - Pages: 879
Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Best Global Brands 2013 Sector Leadership 86 BISH 10 Creative Leadership 70 Methodology 120 China’s New Brand Leaders 74 Contributors 126 Corporate Citizenship 2.0
Words: 44812 - Pages: 180
Larson−Wild−Chiappetta: Fundamental Accounting Principles, Seventeenth Edition 1. Accounting in Business Text © The McGraw−Hill Companies, 2004 “I love chocolate, and so I’m having fun making money”—Elise Macmillan (Evan Macmillan on right) 1 Accounting in Business A Look at This Chapter Accounting plays a crucial role in the information age. In this chapter, we discuss the importance of accounting to different types of organizations and describe its many users and uses. We
Words: 24124 - Pages: 97
Table of Contents Executive Summary………………………………………………………….…………………….....4 Concept and Objectives…………...…………………………………………………..………………5 2.1 Original Services/goals and objectives………………………………………………….………5 2.2 Diversification concept……….……………………………………………………….………..5 2.4 The Management Team……………….………………………………………………………..5 Industry and Market Analysis……………………….………………………………………………...6 3.1 Industry Overview…………………………………….………………………………………..6 3.2 Industry Key Success Factors…………………………………
Words: 7829 - Pages: 32
Over the years I have developed a distaste for the spectacle of joie de vivre, the knack of knowing how to live. Not that I disapprove of all hearty enjoyment of life. A flushed sense of happiness can overtake a person anywhere, and one is no more to blame for it than the Asiatic flu or a sudden benevolent change in the weather (which is often joy's immediate cause). No, what rankles me is the stylization of this private condition into a bullying social ritual. The French, who have elevated
Words: 7922 - Pages: 32
Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK
Words: 44781 - Pages: 180
At liftoff, Matt Eversmann said a Hail Mary. He was curled into a seat between two helicopter crew chiefs, the knees of his long legs up to his shoulders. Before him, jammed on both sides of the Black Hawk helicopter, was his "chalk," twelve young men in flak vests over tan desert camouflage fatigues. He knew their faces so well they were like brothers. The older guys on this crew, like Eversmann, a staff sergeant with five years in at age twenty-six, had lived and trained together for years
Words: 138827 - Pages: 556
