Brand Manners
How to Create the Self-Confident Organisation to Live the Brand
(Sprache: Englisch)
How often has a company s handling of a customer s telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind...
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How often has a company s handling of a customer s telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually lives the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a self-confident organisation.
Inhaltsverzeichnis zu „Brand Manners “
Dedications.Quotation.
Acknowledgements.
Publisher s Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
Manners Maketh Man .
Customers - The Brand Promise and Individual Brand Manners.
Corporations - Happy Surprises.
The Tesco Story.
THE BRAND MANNERS WAY.
The Self-confident Organisation.
Brand Manners Approach.
Brand Manners in Action.
The Orange Story.
THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.
Conditioning Creates Brands.
How Boundaries Create Self-confidence.
Making the Most of Habits.
Reducing Stress in the Organisation.
Section Two: Encounters.
Being Ready to Defend the Brand.
Minimising Corporate Distance.
Managing the Irrational.
How Trust Fits In.
Section Three: The Brand Promise.
High Tech, High Touch in Branding.
Dealing with the New Consumerism.
How Brand Problems can be Part of the Solution.
Protecting the Brand.
Section Four: Happy Surprises .
How Defining Gestures Build Brands.
Really Listening Adds Real Value.
The Power of Customer Pledges.
Moments of Truth.
Section Five: Feeling Good .
Defining Outstanding Customer Service.
The Importance of Under-promising and Over-delivering.
How Enabled Employees can Deliver for Customers.
Recruiting in Line with the Brand s Values.
THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.
The Marketing Director.
The Employee.
Management.
Customers.
Conclusion.
Quotation.
Bibliography.
Webography.
Index.
Autoren-Porträt von Hamish Pringle, William Gordon
HAMISH PRINGLE ist ein renommierter Werbe- und Marketingexperte. Er ist ebenfalls Autor des Titels Marken mit Seele: Mehr Erfolg durch soziales Marketing und war früher Vice-Chairman of Marketing bei Saatchi & Saatchi. Mittlerweile hat er ein eigenes Unternehmen gegründet - Brand Beliefs Ltd. WILLIAM GORDON ist Strategy Partner bei Accenture (vormals Andersen Consulting), einer der weltweit führenden Unternehmensberatungen.Bibliographische Angaben
- Autoren: Hamish Pringle , William Gordon
- 2003, 1. Auflage, 256 Seiten, 64 Abbildungen, Maße: 22,8 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470856106
- ISBN-13: 9780470856109
Sprache:
Englisch
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