The cool factor : building your brand's image through partnership marketing / Del Breckenfeld.
By: Breckenfeld, Del.
Publisher: Hoboken, N.J. : John Wiley, c2009Description: xxi, 266 p. ; 24 cm.ISBN: 047037196X (hbk.); 9780470371961 (hbk.).Subject(s): Branding (Marketing) | Brand name products | Imagery (Psychology)![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current location | Shelf location | Call number | Copy number | Status | Notes | Date due | Barcode |
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Main Collection | Taylor's Library-TU |
Floor 4, Shelf 26 , Side 2, TierNo 1, BayNo 2 |
658.8 BRE 2009 (Browse shelf) | 1 | Available | SHTEx,70002,02,GR | 5000104523 |
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658.8 BRA Principles of marketing / | 658.8 BRA Principles of marketing / | 658.8 BRA A practical guide to integrated marketing communications / | 658.8 BRE 2009 The cool factor : | 658.8 BRI Business marketing / | 658.8 BRI Business marketing / | 658.8 BRI Business marketing / |
Includes bibliographical references (p. 247-254) and index.
Dedication. Acknowledgments. About the Author. Introduction. -- Chapter One. The Birth of The Cool - a 101 Primer. -- Chapter Two. The Prime Marketing Motivators - Too Much of a Good or bad Thing? -- Chapter Three. Expanding Your Brand's Identity-Partnership Marketing Outside of Your Core Market. -- Chapter Four. We Will, We Will, Rock You - Marketing to the "Big Beat". -- Chapter Five. The Recoding Industry - An Endangered Species or Emerging Opportunity for Marketing Partnerships? -- Chapter Six. Product Placement-The Inside Story of Getting Your Brand into Movies and Television. -- Chapter Seven. Event Marketing-Reaching Your Core Demo One on One. -- Chapter Eight. Charitable Causes - Doing Good Things for the Right Reasons. -- Chapter Nine. The Celebrity Quotient - How to Wrangle It, and How to Deal with It When You Do. -- Chapter Ten. Promotions as an Excuse to Advertise - But We Don't Really Need an Excuse, Do We? -- Chapter Eleven. California Dreaming -The Essence of "The Cool Factor" in Partnership Marketing. -- Chapter Twelve. Putting It All Together - Real Time Examples. -- Chapter Thirteen. The Future of Partnership Marketing-Riding the Wave of a Trend and Not to Wiping Out.