High Visibility "Transforming Your Personal and Professional Brand"

Transforming Your Personal and Professional Brand

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Hamlin, Michael, Kotler, Philip, Rein, Irving, Stoller, Martin

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ISBN:9780071456807
Editorial: Irwin - Mcgraw-Hill
Fecha de la edición:2006
Número de la edición: 3
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Nº Pág.:240
Idiomas:Ingles

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/ Marketing

The classic guide to personal and public image making--now updated for the digital age The groundbreaking, critically acclaimed original edition of High Visibility established celebrity--the creating and managing of one's public persona--to be a critical factor in achieving personal and professional success and status. Now, in this new third edition, international communication expert Irving Rein, international marketing guru Philip Kotler, and coauthors Michael Hamlin and Martin Stoller show you how to achieve and benefit from high visibility--in any profession! "High Visibility brilliantly captures the how, why, and what of the celebrity-building process." --Al Reis, bestselling author of Positioning and Marketing Warfare "High Visibility is the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology." --Peter Carlson, Washington Post Today, it's not just what you know or who you know--it's who knows you. High Visibility is the difference between being just a member of the crowd and becoming a highly recognized individual.

Ch. 1 The branding proposition 3
Ch. 2 Commanding a high visibility premium 15
Ch. 3 How the high visibility industry works 33
Ch. 4 Distinguishing high visibility sectors and hierarchies 67
Ch. 5 Who are the high visibility consumers 91
Ch. 6 Strategies for marketing high visibility 137
Ch. 7 Misconceptions of brand building 161
Ch. 8 The four steps of brand transformation 199
Ch. 9 Delivering the brand 249
Ch. 10 Publicizing the brand 281
Ch. 11 Sustaining the brand 307
Ch. 12 Managing brand identity in an ever-changing marketplace 345