TY  - BOOK
AU  - Breckenfeld,Del
TI  - The cool factor: building your brand's image through partnership marketing 
SN  - 047037196X (hbk.)
U1  - 658.8 
PY  - 2009///
CY  - Hoboken, N.J.
PB  - John Wiley
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Imagery (Psychology)
N1  - 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
ER  -