Brand Spirit - resenha crítica

Sobre o microbook

The only guide to understanding and making the most of one of the hottest trends in branding today Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

Mais livros em

O que não te ensinaram sobre como passar no vestibular

Milton W. Lima Jr.

Losing My Virginity

Richard Branson

E se eu parasse de comprar?

Joanna Moura

Originais

Adam Grant

Running Lean

Ash Maurya

Radical Candor

Kim Scott

Guia 12min para investidores iniciantes

12min Personalities & Monetus

Faça Seu Negócio Decolar

Fabrício Morini

Negocie como se sua vida dependesse disso

Chris Voss & Tahl Raz

Artificial intelligence

Harvard Business Review