000			02058nam a2200253 a 4500
001			vtls003214331
003			MY-SjTCS
005			20200226110822.0
008			110218s2009 nju b 001 0 eng d
020			_a047037196X (hbk.)
020			_a9780470371961 (hbk.)
039		9	_a201103031353 _bwilmina _c201102181706 _dVLOAD _y201012091437 _zmalathy
082	0	0	_a658.8 _bBRE 2009
100	1		_aBreckenfeld, Del, _d1949-
245	1	4	_aThe cool factor : _bbuilding your brand's image through partnership marketing / _cDel Breckenfeld.
260			_aHoboken, N.J. : _bJohn Wiley, _cc2009.
300			_axxi, 266 p. ; _c24 cm.
504			_aIncludes bibliographical references (p. 247-254) and index.
505	0		_aDedication. 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.
650		0	_aBranding (Marketing)
650		0	_aBrand name products.
650		0	_aImagery (Psychology) _922645
920			_aSHT : 157087
999			_c72527 _d72527