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Titre : Brand Storytelling : Put Customers at the Heart of Your Brand Story Type de document : e-book Auteurs : Miri RODRIGUEZ Editeur : Kogan Page Année de publication : 2020 Importance : 232 p. ISBN/ISSN/EAN : 978-0-7494-9053-9 Langues : Anglais (eng) Mots-clés : Management
IMAGE DE MARQUE ; MARQUERésumé : Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality, and positioning the customer as a key influencer to motivate the audience. Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling is a clear, actionable guide that goes beyond content strategy, simplifying where to begin, how to benchmark success and ensuring a consistent brand voice throughout every department. Inspiring with interviews, advice and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, it clarifies why machine-learning, AI and automation only tell one side of the story. Aligning an emotive connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth, rather than trying to win it. Nombre d'accès : 7 En ligne : https://neoma-bs.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509041
Titre : Category Management in Purchasing : A Strategic Approach to Maximize Business Profitability Type de document : Livre Auteurs : Jonathan O'BRIEN Mention d'édition : 4th ed. Editeur : Kogan Page Année de publication : 2019 Importance : 497 p. ISBN/ISSN/EAN : 978-0-7494-8261-9 Langues : Anglais (eng) Mots-clés : Management
ACHAT ; GESTION PAR CATEGORIEIndex. décimale : 121.31 GESTION PAR CATEGORIE Résumé : Category Management in Purchasing is a comprehensive guide to strategic category management which provides a step-by-step guide to its implementation and use, and enables readers to deliver value and cost savings when sourcing and purchasing. Now in its fourth edition, this text has cemented its place as the essential reference for category management practitioners. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=577801 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité J7261 121.31 OBR Livre Library Campus de Rouen Salle de lecture Disponible
Titre : Category Management in Purchasing : A Strategic Approach to Maximize Business Profitability Type de document : e-book Auteurs : Jonathan O'BRIEN Mention d'édition : 4th ed. Editeur : Kogan Page Année de publication : 2019 Importance : 521 p. ISBN/ISSN/EAN : 978-0-7494-8262-6 Langues : Anglais (eng) Mots-clés : Management
ACHAT ; GESTION PAR CATEGORIERésumé : Category Management in Purchasing is a comprehensive guide to strategic category management which provides a step-by-step guide to its implementation and use, and enables readers to deliver value and cost savings when sourcing and purchasing. Now in its fourth edition, this text has cemented its place as the essential reference for category management practitioners. In this new edition, Jonathan O'Brien shows how a strategic approach needs to integrate with other approaches, such as supplier relationship management and how the procurement function negotiates. Additionally, this new edition includes some new insights, based upon the experience of senior practitioners in industry, on how to make category management a success in the organization. It also includes some general updates and contextualizes the future procurement function and an ever increasing digitally enabled, de-globalized, post Brexit world. There is also additional material on the effect of international developments on procurement, updated tools and templates, and examples of how these have been successfully used in industry. Category Management in Purchasing, 4th edition connects theory and practice and provides readers with the tools to analyze complex sourcing situations quickly and clearly, and so develop innovative and creative proposals for sourcing. Nombre d'accès : 3 En ligne : https://neoma-bs.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=491029
Titre : Mastering the supply chain : principles, practice and real-life applications Type de document : Livre Auteurs : Ed WEENK Editeur : Kogan Page Année de publication : 2019 Importance : xxx-263 p. ISBN/ISSN/EAN : 978-0-7494-8448-4 Prix : 42 EUR Langues : Anglais (eng) Mots-clés : Management
CHAINE LOGISTIQUE ; LEADERSHIP ; STRATEGIE ; TICIndex. décimale : 141.34 CHAINE LOGISTIQUE Résumé : Mastering the Supply Chain is an introduction to supply chain management. The book integrates theory with practice and aims to create a cross-functional mindset in students and practitioners. It provides a wide overview of relevant supply chain concepts and sets out the challenges that need to be overcome in order to find practical ways of implementing these in a real company situation. Readers are continuously asked to actively reflect on the choices they make, thus experiencing first-hand the many challenges that good and effective supply chain management presents.
Mastering the Supply Chain presents a different way of learning that puts the reader at the heart of a life-like situation, so that they experience the impact of every decision they make, not just in their own 'silo' but across the business. Chapter 6 helps students to pull everything they've learned together and see how the concepts play out in the real world by guiding them through an interactive demonstration of the online business simulation game The Fresh Connection (free access is included with the book).Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=535276 Exemplaires(6)
Code-barres Cote Support Localisation Section Disponibilité 059095 658.5 WEE Livre Library Campus de Reims Salle de lecture Disponible 059094 658.5 WEE Livre Library Campus de Reims Salle de lecture Disponible 059093 658.5 WEE Livre Library Campus de Reims Salle de lecture Exclu du prêt J6865 141.34 WEE Livre Library Campus de Rouen Salle de lecture Disponible J6864 141.34 WEE Livre Library Campus de Rouen Salle de lecture Disponible J6853 141.34 WEE Livre Library Campus de Rouen Salle de lecture Exclu du prêt
Titre : Myths of Branding : A Brand Is Just a Logo, and Other Popular Misconceptions Type de document : e-book Auteurs : Simon BAILEY ; Andy MILIGAN Editeur : Kogan Page Année de publication : 2019 Importance : 257 p. ISBN/ISSN/EAN : 978-0-7494-8310-4 Langues : Anglais (eng) Mots-clés : Management
IMAGE DE MARQUE ; MARQUERésumé : A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management. Nombre d'accès : 1 En ligne : https://neoma-bs.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509038
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