Why customers now run companies and how to profit from it<\/p>\n
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future.<\/p>\n
<\/p>\n
Auteur: Marty Neumeier<\/p>\n
Taal: Engels<\/p>\n
Bindwijze: paperback<\/p>\n
Rubriek: Marketing<\/p>\n
Leverbaarheid: Direct leverbaar<\/p>\n
Uitgever: New Riders Publishing<\/p>\n
Verschijningsdatum: 2015-08-13T00:00:00+02:00<\/p>\n
Trefwoord:
\nmarketing<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You\u2019ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.
\n
\nIn the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: \u201cA brand isn\u2019t what you say it is\u2013it\u2019s what they say it is.\u201d People are no longer consumers or market segments or tiny blips in big data. They don\u2019t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered.
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\nThey\u2019re willing to roll up their sleeves and help out\u2013not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.
\nAt the centre of the book is the Brand Commitment Matrix, a simple tool for organising the six primary components of a brand. Your brand community is your tribe. How will you lead it?<\/p>\n","protected":false},"featured_media":14549,"comment_status":"open","ping_status":"open","template":"","meta":[],"product_brand":[],"product_cat":[18],"product_tag":[],"class_list":{"0":"post-14548","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-marketing","8":"first","9":"instock","10":"shipping-taxable","11":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product\/14548","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/types\/product"}],"replies":[{"embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/comments?post=14548"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/media\/14549"}],"wp:attachment":[{"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/media?parent=14548"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_brand?post=14548"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_cat?post=14548"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/koeky.nl\/boeken\/wp-json\/wp\/v2\/product_tag?post=14548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}