000 04356nam a22007217a 4500
003 pucpr
005 20220623191258.0
006 m d
008 190417t20222022nyua ob 001 0 eng d
020 _a9781637421741
_qelectronic book
020 _a1637421745
_qelectronic book
020 _z9781637421734
_qpaperback
020 _z1637421737
_qpaperback
037 _a9781637421741
_bO'Reilly Media
040 _apucpr
_beng
_cpucpr
_dpucpr
_erda
049 _aCARIBET
050 4 _aHD30.28
_bE94 2022
082 0 4 _223
_a658.4012
100 1 _aEverhart, Jim,
_eauthor.
245 1 0 _aBrand vision :
_bthe clear line of sight aligning business strategy and marketing tactics /
_cJim Everhart.
_helectronic resource
250 _aFirst edition.
264 1 _aNew York, New York (222 East 46th Street, New York, NY 10017) :
_bBusiness Expert Press,
_c2022.
300 _a1 online resource (xix, 179 pages) :
_bcolor illustrations.
336 _2rdacontent
_atext
_btxt
336 _2rdacontent
_astill image
_bsti
337 _2rdamedia
_acomputer
_bc
338 _2rdacarrier
_aonline resource
_bcr
440 _9299414
_aMarketing collection
_x2169-3986
504 _aIncludes bibliographical references (pages 171-173) and index.
505 0 _aPart I. Strategy: insight that activates -- Chapter 1. Positioning: who are you? -- Chapter 2. Business objectives -- Part II. Audience: intelligence that resonates -- Chapter 3. The market -- Chapter 4. The buying team -- Part III. Creative: concepts that captivate -- Chapter 5. The story -- Chapter 6. The content -- Part IV. Campaigns: marketing that orchestrates -- Chapter 7. Media and integration -- Chapter 8. Developing campaigns -- Part V. Measurement: analytics that illuminate -- Chapter 9. Optimization -- Chapter 10. Return on investment -- Closing thoughts -- Appendix A. The brand vision creative brief -- Appendix B. The brand vision ROI dashboard --
520 3 _aBrand vision: the clear line of sight aligning marketing tactics and business strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country's largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.
588 0 _aPrint version record.
590 _aOCLC control number change
650 0 _aBusiness planning.
650 0 _aMarketing.
650 7 _aBusiness planning.
_2fast
650 7 _aMarketing.
_2fast
653 _aBrand vision.
653 _aStrategic messaging.
653 _aMessaging strategy.
653 _aBrand messaging.
653 _aMarketing messaging.
653 _aStrategic branding.
653 _aBrand strategy.
653 _aMarketing strategy.
653 _aPyramid messaging.
653 _aBrand marketing.
653 _aStrategic marketing.
653 _aCorporate strategy.
653 _aCommunications strategy.
653 _aIntegrated marketing.
653 _aMarketing integration.
653 _aBrand integration.
653 _aBusiness strategy.
653 _aMarketing ROI.
653 _aMarketing results.
653 _aMarketing return on investment.
655 4 _aElectronic books.
830 0 _aMarketing collection.
856 4 0 _3EBSCOhost
_uhttps://search.ebscohost.com/login.aspx?authtype=ip,uid&custid=ns234700&groupid=main&profile=ehost&direct=true&scope=site&db=nlebk&db=nlabk&AN=3095928
_yAcceso Remoto
856 4 0 _3EBSCOhost
_uhttps://search.ebscohost.com/login.aspx?authtype=ip,uid&custid=ns234700&groupid=main&profile=ehost&direct=true&scope=site&db=nlebk&db=nlabk&AN=3095928
_yAcceso en el Campus PUCPR
942 _2lcc
_c30
_eFirst edition.
_hHD30.28
_kElectrónico
_mE94 2022
999 _c298608
_d298608