02698nam a2200301Ia 450000100070000000500170000700800410002402000180006504900130008305000230009608200170011908400150013610000340015124501040018526000340028930000290032359000170035250400640036952002070043350513370064065000400197765000440201765000380206165000380209970000320213799900190216995202080218830312820160527184435.0110719s2011    nyu    fr     001 0 eng    a9780071749275  aMayaguez00aHD69.B7bM653 201100a658.8/27222  a85.402bcl1 aMoffitt, Sean.92546372Local10aWikibrandsbreinventing your company in a customer-driven marketplacecSean Moffitt and Mike Dover.  aNew YorkbMcGraw-Hillcc2011.  axv, 318 p.bill.c24 cm.  aeigm 07/2011  aIncludes bibliographical references (p. 291-308) and index.  aSean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time. --from publisher description0 aThe birth of wikibrands: from ownership, trust, want, preference, love, and now participation--a 150-year fascination -- The Wikibrand rallying cry: the new "mad men" -- A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path -- The six benefits of wikibrands: marketing doesn't fit in tiny boxes anymore -- A wikibrand culture: changing your mind-set about the brand customer -- Focus: if I don't know where you're going, I don't want you getting there fast -- Language and content : business gets humanized and presses the "awesome" button -- Incentives, motivations, and outreach: brand fans do it for themselves, not for you -- Rules, guidelines and rituals: this is how we do things, and that's ok -- Tools and platforms: if you build it, they may come -- Community development: the life stages of a wikibrand community -- Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions -- Community management: how to build a brand garden, not a ghost town -- Measurement and metrics: the imperfect science of monitoring wikibrand performance -- The personal wikibrand: your brand is what they say about you when you're not in the room --The future: brand participation comes alive in the company -- Reference guide: wikibrands extended. 0aBranding (Marketing)92042582Local 0aWikis (Computer science)92910022Local00aInternet marketing91157522Local00aProduct management91541202Local1 aDover, Mike.92183002Local  c221857d221857  00102lc406HD_69_000000000000000__B7_M653_2011708mbl956118a12b12c20d2016-05-27eTHE MCGRAW-HILL COMPANIESg21.80i464851l0oHD 69 .B7 M653 2011p50000003205696r2016-05-27 00:00:00xr:303128y6