The Edge: 50 Tips from Brands that Lead

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Book details

AuthorAdamson, Allen P.
PublisherPalgrave Macmillan
Bindinghardcover
PublishedJanuary 8, 2013
LanguageEnglish
Pages288
ISBN-100230342248
ISBN-139780230342248
Weight1.05 lb
Dimensions
H × W × L		 1.1 in × 6.3 in × 9.3 in

The Edge: 50 Tips from Brands that Lead

$5.47 $21.73
Availability:
In stock
SKU:
0230342248-4
Condition
Condition notes

Used book in good condition. Pages and cover are intact, with signs of use. Notes or highlighting are possible. CDs and access codes may be missing.

About this book

In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs...

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In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand’s image and integrity.


In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.


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Product type:
Book
Publisher
Palgrave Macmillan
Collections:
Advertising, All Books, Best Sellers, Business & Money, Computers & Technology, E-Commerce, Management & Leadership, Marketing, Marketing & Sales, On Sale
Tags:
Advertising, E-Commerce, Multilevel, Product Management, Systems & Planning, Web Marketing
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