| 000 -LEADER |
|---|
| fixed length control field |
03255cam a2200241 a 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
vtls003213358 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
MY-SjTCS |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200226114524.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
110218s2009 nju b 000 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0137128169 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780137128167 (pbk.) |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] |
|---|
| Level of rules in bibliographic description |
201102191020 |
| Level of effort used to assign nonsubject heading access points |
shuhada |
| Level of effort used to assign subject headings |
201102191019 |
| Level of effort used to assign classification |
shuhada |
| Level of effort used to assign subject headings |
201102181254 |
| Level of effort used to assign classification |
VLOAD |
| Level of effort used to assign subject headings |
201102171529 |
| Level of effort used to assign classification |
haizir |
| -- |
201011251458 |
| -- |
pazmi |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.827 |
| Item number |
TIL 2009 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Till, Brian, |
| Dates associated with a name |
1960- |
| 9 (RLIN) |
48778 |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The truth about creating brands people love / |
| Statement of responsibility, etc. |
Brian D. Till and Donna Heckler. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Upper Saddle River, N.J. : |
| Name of publisher, distributor, etc. |
FT Press, |
| Date of publication, distribution, etc. |
c2009. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 211 p. ; |
| Dimensions |
22 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references (p. 205-207). |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Managing brands is not common sense -- No one loves your brand as much as you love it -- The brand is not owned by marketing; everyone owns it -- Making more by doing less -- Does your brand keep its promise? -- Price is the communication of the value of your brand -- Brand personality is the emotional connection with your brand -- Does your sales force know the difference between a product and a brand? -- Beware of the discounting minefield -- Packaging protects your product; great packaging protects your brand -- Brand management is association management -- The retail experience is the brand experience -- Corporate ego: danger ahead -- Brand metrics: best measure of success? -- Customer complaints are a treasure -- Brand stewardship begins at home -- Market share doesn't matter -- Avoid the most common segmentation mistake -- Public relations and damage control: the defining moment -- Focus equals simplicity -- Marketing is courtship, not combat -- Don't sacrifice brand focus for sales -- The medium is not the message; the message is the message -- Brand development and the small business -- Imitation is an ineffective form of flattery -- Positioning lives in the mind of your target customer -- The value of brand loyalty -- Quality is not an effective branding message -- Effective use of celebrity endorsers: the fit's the thing -- Brand-building consumer promotion -- Advertising built for the long run -- A service brand is a personal brand -- Is your brand the best at something? If so, be satisfied -- Great positionings are enduring -- Effective branding begins with the name -- Your brand makes your company powerful, not the other way around -- Be consistent but not complacent -- Is your brand different? If not, why will someone buy it? -- The three M's of taglines: meaningful, motivating, and memorable -- Customer service is the touch point of your brand -- Smaller targets are easier to hit -- Beware the allure of brand extension -- Keep advertising simple, but not simplistic -- It's a long walk from the focus group room to the cash register -- Repositioning can be a fool's chase -- With advertising don't expect too much -- Don't let testing override judgment -- Effective advertising is 90% what you say, 10% how you say it -- Compromise can destroy a brand -- Don't let the pizzazz outshine the brand -- There are no commodity products, only commodity thinking. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Heckler, Donna, |
| Dates associated with a name |
1963- |
| 9 (RLIN) |
48779 |
| 920 ## - Programme |
|---|
| Programme |
GENLS : 155772 |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) |
|---|
| Koha biblionumber |
133867 |
| Koha biblioitemnumber |
133867 |
