Breckenfeld, Del,  1949- <br/><br/>
The cool factor :  building your brand's image through partnership marketing / 
Del Breckenfeld. 
 - Hoboken, N.J. :  John Wiley,  c2009. 
 - xxi, 266 p. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 247-254) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>047037196X (hbk.) 9780470371961 (hbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Brand name products.<br/>Imagery (Psychology)
<br/><br/><label>Dewey Class. No.: </label>658.8  / BRE 2009