marketing

As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given all organizations?from traditional businesses to tech startups? direct, real-time access to their most devoted consumers, and it's easy to forget that this access flows both ways. This is the new "fandom-based economy": a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as they demand a say in shaping the future of the things they love. Sometimes it works. Sometimes it doesn't. In Superfandom, Zoe Fraade-Blanar and Aaron Glazer explain this new era of symbiosis, delving into the history, sociology, and psychology of fandom. From Polaroid to Maker's Mark to groupies of financier Warren Buffett, the consumer relationship has been transformed. Superfandom is an essential guide for those who care, contribute to, and live in this rapidly expanding fan-driven economy.

Provides guidelines to be considered when developing a small business and considering expansion and brand development.

Discusses the popularity and importance of real, analog goods and ideas in the digital age, and reveals a deep truth about how humans shop, interact, and think.

"Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands"--Provided by publisher.

Examines the corporate practice of gathering massive amounts of data on consumer behaviors, needs, and desires, and using it to influence decision making and determine how much individuals will pay based on how much they are able to.

Best known for her style and attitude, Rihanna’s compelling songs, this is the story of how Rihanna used her star power to also become an in-demand celebrity spokesperson.

Carefully written text will hold readers interest and allow for successful mastery, understanding, and enjoyment of reading about odor testers'.

A guide for teens interested in marketing, profiling thirty-five careers including account executive, copywriter, graphic designer, merchandise buyer, public relations manager, and featuring questions and activities designed to help teens discover their strengths, talents, and work personality.

Read about how Lady Gaga shines in the business world, with her own social media site, a line of perfume, and a clothing line.

A guide to preparing for a career in sales or marketing.