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De afgelopen twee decennia is het belang van brand equity binnen de marketingwereld sterk toegenomen. Exclusief voor haar begunstigers publiceert SWOCC daarom het nieuwste boek van Giep Franzen over dit onderwerp. Brandmanagers beginnen zich steeds meer te realiseren dat hun merken wellicht meer waarde hebben dan hun materiele activa. Brand equity, de invloed die een merk uitoefent op het (koop-) gedrag van relevante stakeholders, is dan ook steeds interessanter en relevanter geworden. In publicatie 41 besteedt SWOCC aandacht aan dit concept. Auteur Giep Franzen geeft in dit Engelstalige boek een zo volledig mogelijk beeld van brand equity. Wat is brand equity precies? Uit welke onderdelen bestaat brand equity? Hoe wordt brand equity geïmplementeerd in merkbeleid en strategie? Hoe wordt het concept gemeten? En hoe kan brand equity worden afgezet tegen brand value? In de jongste SWOCC-uitgave, die begin juni 2007 is verschenen, worden deze vragen beantwoord.

Merken. --- Brand equity. --- Merkbeleid --- Relatiemarketing --- Merktrouw --- Consumentengedrag --- Merkwaarde --- Branding --- #SBIB:309H2810 --- #SBIB:309H252 --- Organisatorische aspecten van het reclamewezen --- Externe communicatie (incl. public relations)

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With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

Business communication. --- Customer relations. --- Marketing. --- Relationship marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- Customer relations --- Administrative communication --- Communication, Administrative --- Communication, Business --- Communication, Industrial --- Industrial communication --- Communication --- Business --- Public relations --- Consumer affairs departments --- Customer advisory boards --- Relationship marketing --- Relatiemarketing --- Trendwatching --- Klantenbinding --- Cybermarketing --- Klantgericht ondernemen --- Business communication --- E-books --- Financiewezen --- Onlinemarketing