Adopting a new brand language at Cisco

نویسندگان

چکیده

برای دانلود باید عضویت طلایی داشته باشید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Brand Aesthetics: A New Brand Management Approach

The aesthetic treatment of products and services is emerging as a fundamental competitive element. The notion of “brand aesthetics”, composed of stable and specific elements characterizing its « sensory approach », first introduced by the semiotician Jean-Marie Floch in 1990, can help manage brands in a more rational way. The model of the Brand Aesthetics Chain is introduced to describe the seq...

متن کامل

A Customer Relationship Management System to Target Customers at Cisco

This case describes the implementation of an Internet empowered Customer Relationship Management (CRM) at Cisco Systems Inc. After describing the organizational background of Cisco, the case takes the student into the issues that the executives faced after the market crash in 2001. John Chambers, Cisco CEO, and his team decided to strengthen Cisco’s relationship with the customers so that the c...

متن کامل

Examining the Nature of an Online Brand Community as a B2B Brand Communication Platform: A Netnographic Analysis of the CISCO LinkedIn Group

Building on the extant research on branding and social media, this study examines the nature of an online brand community as a B2B brand communication platform through netnographic analysis of the CISCO LinkedIn Group discussions. The empirical analysis yielded four distinct themes characterizing B2B brand communication within the online community that contribute to the existing theory: company...

متن کامل

A Brand New World for Nonprofits

Research Coordinator for Travel Alberta, the nonprofit tourism marketing agency of the province of Alberta, Canada. He holds an M.Sc. in international business. Sanjeev Swami is a doctoral candidate in marketing at the University of British Columbia. For more than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit orga...

متن کامل

A BRAND NEW WORLD FOR NONPROFITS by

than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit organisations. His research interests include marketing models, arts and entertainment, and marketing strategy. He is co-author of Public and Nonprofit Marketing.ABSTRACT Brands provide a number of benefits that can make them a powerful tool for the nonprofit sect...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

ژورنال

عنوان ژورنال: Journal of Direct, Data and Digital Marketing Practice

سال: 2013

ISSN: 1746-0166,1746-0174

DOI: 10.1057/dddmp.2013.37