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Building Brand Communities

Af: Carrie Melissa Jones Engelsk Hardback
SPAR
kr 80

Building Brand Communities

Af: Carrie Melissa Jones Engelsk Hardback
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships.

Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be.

Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
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An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships.

Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be.

Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Produktdetaljer
Sprog: Engelsk
Sider: 240
ISBN-13: 9781523086610
Indbinding: Hardback
Udgave:
ISBN-10: 1523086610
Udg. Dato: 9 jun 2020
Længde: 27mm
Bredde: 160mm
Højde: 235mm
Forlag: Berrett-Koehler Publishers
Oplagsdato: 9 jun 2020
Forfatter(e): Carrie Melissa Jones
Forfatter(e) Carrie Melissa Jones


Kategori Erhvervsliv, virksomheder og ledelse


Sprog Engelsk


Indbinding Hardback


Sider 240


Udgave


Længde 27mm


Bredde 160mm


Højde 235mm


Udg. Dato 9 jun 2020


Oplagsdato 9 jun 2020

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