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Brand Engagement (International Political Economy Series) ebook

by I. Buckingham


Richard Skelley, Head of Professional Services RBS 'Ian Buckingham's thought provoking Brand Engagement challenges many well-trodden ways of engaging employees.

Brand Engagement International Political Economy Series. Издание: иллюстрированное.

Ian Buckingham is the founder of Bring Yourself 2 Work a consultancy of engagement specialists. He is a champion of the need for authenticity in communication and behavior between business owners, employees, colleagues and their customers, calling for greater coordination between the HR and Marketing functions for more effective brand management. Brand Engagement International Political Economy Series.

New models for civic engagement: Ben Warner at TEDxJacksonville - Продолжительность: 15:42 TEDx Talks Recommended for you. 15:42.

Domestic Politics and International Relations in US-Japan Trade Policy The GATT Uruguay Round Agriculture Negotiations (International Political Economy Series). Christopher C. Meyerson. Категория: Общественные науки прочие, Политика. 785 Kb. Gatekeepers of Growth: The International Political Economy of Central Banking in Developing Countries.

In this challenging and engaging new book, Ian Buckingham puts these factors in stark relief which demands the attention of senior executives, line managers, consumers and employees alike. The way to customer loyalty is not necessarily the brand, but the business behind the brand.

International Political Economy Series. This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront

International Political Economy Series. The global political economy is in flux as a series of cumulative crises impacts its organization and governance. The IPE series has tracked its development in both analysis and structure over the last three decades. It has always had a concentration on the global South. This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke.

International political economy (IPE), also known as global political economy (GPE), refers to either economics or an interdisciplinary academic discipline that analyzes economics, politics and international relations

International political economy (IPE), also known as global political economy (GPE), refers to either economics or an interdisciplinary academic discipline that analyzes economics, politics and international relations. When it is used to refer to the latter, it usually focuses on political economy and economics, although it may also draw on a few other distinct academic schools, notably political science, also sociology, history, and cultural studies

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International Political Economy Books. Any Pages 1-24 25-50 51-100 100+. a series of reforms to meet the changing demands of the international. The IMF can respond The Internationa. Pub. Year After 2015 After 2010 After 2005 After 2000 After 1990. Can't find what you're looking for? Try pdfdrive:hope to request a book. Article · January 2010 with 7 Reads. How we measure 'reads'.

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.
Nafyn
Brand Engagement claims to provide "a clear road map to the elusive art of employee engagement, case studies to lead the way, and tools and techniques for anyone in the role of communicator".

There is a lot to like about this philosophical brain-dump of everything the expert author knows ("thoughts", "reflections", "inspiration") about brand and internal communication. There are many tips as to what we should be doing (avoiding "brand creep", concentrating on culture, storytelling, leading with authenticity, involving employees, and so on).

It is not the clear road map promised, but the content is fine. I particularly liked the author's use of the term "culture" rather than the stupid term "internal brand". And I loved "When direct mail only achieves an estimated 2 percent success rate in the external market, what exactly is the point of this type of push communication in the internal market...?"

The excellent assertion that the concept of internal brand alignment is "the anathema of employee engagement" is powerful, but is not adequately explained even though the book starts and ends with this. There is an accurate definition of brand ("a range of perceptions in the mind of the consumer"). But curiously there is no definition of engagement.

Also, the critical importance of process excellence is downplayed (e.g. "...brand management is predominantly a behavioral challenge rather than a process, design and project management technique, culture and brand are inextricably linked"). Was it guru Philip Crosby who said (correctly) "quality is 80% process"? It's not enough having committed employees if the processes don't allow them to deliver the brand promise.

Engagement is shown as being in the middle of "the engagement staircase" between compliance and awareness on one hand, and commitment and empowerment on the other. "Engagement/involvement" involves "bringing the brand to life, role modelling the brand values, coaching ambassadors". While "commitment implies emotional connection and emotional connection is largely driven by a meeting of values, experiences, and reinforced behaviors".

This is a book of 221 pages with five big chapters ("acts"), 30 mostly excellent diagrams, plenty of lists, a good bibliography and sound index. There are a number of digressions from brand engagement to internal communication more generally (e.g. where the communication function sits, budgets, recruitment, and the relationship to HR).

I would recommend this book as an informative and enjoyable read about the "cultural and behavioral dimensions" of brands. It covers the sort of information communicators should understand if we are to do our jobs well.
Steelrunner
I found this book excellent (and I've read quite a few books on the same subject). Ian Buckingham manages to clearly explain the importance of brand engagement & employee engagement. Although authored by a Brit, the subject matter translates across all continents and cultures. As an human resources professional who has worked in the US & Europe and who has looked after employees all over the world, I know that the nuances of employee engagement may differ slightly in each region, depending on culture and market forces; however, the overall principles and strategy of employee engagement is the same wherever you are. Engaging employees to love your brand, talk about your brand and stay with your brand, is as critically important now as it ever was - particularly during these economically dynamic times. I hope you agree, that it's well worth the read.
Brand Engagement (International Political Economy Series) ebook
Author:
I. Buckingham
Category:
Marketing & Sales
Subcat:
EPUB size:
1284 kb
FB2 size:
1804 kb
DJVU size:
1488 kb
Language:
Publisher:
Palgrave Macmillan; 2008 edition (November 27, 2007)
Pages:
221 pages
Rating:
4.7
Other formats:
lrf lit azw docx
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