Hi-Tech, Hi-Touch Branding : Creating Brand Power in the Age of Technology

Lee, K. C., Temporal, Paul

ISBN 10: 0471845965 / ISBN 13: 9780471845966

Verlag: Wiley & Sons, Incorporated, John, 2001

Beschreibung

Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages.

Bestandsnummer des Verkäufers GRP63738198

Bibliografische Details

• Titel: Hi-Tech, Hi-Touch Branding : Creating Brand Power in the Age of Technology
• Verlag: Wiley & Sons, Incorporated, John
• Erscheinungsjahr: 2001
• Sprache: Englisch
• ISBN-10: 0471845965
• ISBN-13: 9780471845966
• Einband: Hardcover
• Auflage: 1st Edition.
• Zustand: Good
• Gewicht: 1,224 Pfund

Über diesen Titel

Inhaltsangabe

Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant. This work analyzes the current and future state of branding in the technology sector. It describes how to build customer loyalty on the Internet, where an alternative is only a click away, and where new competitors arrive on a regular basis. It provides international case studies of successful and not-so-successful branding initiatives.

Über die Autorin bzw. den Autor

Dr Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach resulting in record year on year profit increases for many clients. He is also the author of three best-selling branding books, Corporate Charisma, Strategic Positioning and Branding in Asia, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore. He can be contacted by email at: Ptemporal@brandingasia.com. Lee Kwok Cheong (KC) is CEO of National Computer Systems Pte Ltd (NCS), a leading IT services provider and e-business enabler in the Asia Pacific region. Based in Singapore, he has played major roles in national IT initiatives, in the profession and in the industry. He was recognized as IT Person of the Year 2000 by the Singapore Computer Society. KC has served on numerous Boards and Committees, and is an Adjunct Associate Professor at the Business School of Nanyang Technological University. He received his education at MIT, University of California, Berkeley and Stanford University.