Buch, Englisch, 314 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 655 g
Buch, Englisch, 314 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 655 g
ISBN: 978-0-471-49606-9
Verlag: Wiley
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Introduction
PART ONE: The Brand Manners Book of Life
"Manners Maketh Man"
Customers-The Brand Promise and Individual Brand Manners
Corporations - Happy Surprises
The Tesco Story
PART TWO: The Brand Manners Way
The Self-confident Organisation
Brand Manners Approach
Brand Manners in Action
The Orange Story
PART THREE: 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
PART FOUR: The Brand Manners How-To Guides
The Chief Executive Officer
The Marketing Director
The Employee
Management
Customers
Conclusion