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" Wikibrands : "
Sean Moffitt and Mike Dover
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BL
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| Record Number
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713269
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| Doc. No
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b535458
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| Main Entry
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Moffitt, Sean
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| Title & Author
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Wikibrands : : reinventing your company in a customer-driven marketplace /\ Sean Moffitt and Mike Dover
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| Publication Statement
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New York :: McGraw-Hill,, [2011]
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, ©2011
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| Page. NO
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xv, 318 pages :: illustrations ;; 24 cm
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| ISBN
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0071749276 (alk. paper)
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: 9780071749275 (alk. paper)
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| Bibliographies/Indexes
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Includes bibliographical references (p. 291-308) and index
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| Contents
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The 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
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| Abstract
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Sean 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 description
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| Subject
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Branding (Marketing)
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Internet marketing
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Product management
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Wikis (Computer science)
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7M653 2011
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| Added Entry
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Dover, Mike
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