Rights Contact Login For More Details
- Wiley
More About This Title The Cool Factor: Building Your Brand's Image Through Partnership Marketing
English
English
English
About the Author.
Introduction.
Chapter 1 The Birth of the Cool—A 101 Primer.
Chapter 2 The Prime Marketing Motivators—Too Much of a Good or Bad Thing?
Chapter 3 Expanding Your Brand’s Identity—Partnership Marketing Outside Your Core Market.
Chapter 4 We Will, We Will, Rock You—Marketing to the Big Beat.
Chapter 5 The Recording Industry—An Endangered Species or Emerging Opportunity for Marketing Partnerships?
Chapter 6 Product Placement—The Inside Story of Getting Your Brand into Movies and Television.
Chapter 7 Event Marketing—Reaching Your Core Demo One-on-One.
Chapter 8 Charitable Causes—Doing Good Things for the Right Reasons.
Chapter 9 The Celebrity Quotient—How to Wrangle It, and How to Deal With It When You Do.
Chapter 10 Promotions as an Excuse to Advertise—But We Don’t Really Need an Excuse, Do We?
Chapter 11 California Dreaming—The Essence of The Cool Factor in Partnership Marketing.
Chapter 12 Putting It All Together—Real-Time Examples.
Chapter 13 The Future of Partnership Marketing—Riding the Wave of a Trend and Trying Not to Wipe Out.
Liner Notes.
Index.
