High Visibility, Third Edition Transforming Your Personal and Professional Brand
by Rein, Irving; Kotler, Philip; Hamlin, Michael; Stoller, MartinEdition: 3rd
Format: Hardcover
Pub. Date: 2006-01-05
Publisher(s): McGraw Hill
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Summary
The classic guide to personal and public image making--now updated for the digital ageThe groundbreaking, critically acclaimed original edition ofHigh Visibilityestablished 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 Visibilitybrilliantly captures the how, why, and what of the celebrity-building process." --Al Reis, bestselling author ofPositioning and Marketing Warfare"High Visibilityis the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology." --Peter Carlson,Washington PostToday, it's not just what you know or who you know--it's who knows you.High Visibilityis the difference between being just a member of the crowd and becoming a highly recognized individual.
Author Biography
Martin Stoller was a clinical professor of organizational behavior at Northwestern University's Kellogg School of Management.
Table of Contents
| Acknowledgments | p. IX |
| Preface | p. XI |
| Foundations of High Visibility Marketing | p. 1 |
| The Branding Proposition | p. 3 |
| Commanding a High Visibility Premium | p. 15 |
| How the High Visibility Industry Works | p. 33 |
| Distinguishing High Visibility Sectors and Hierarchies | p. 67 |
| Who Are the High Visibility Consumers | p. 91 |
| Strategies for Achieving and Sustaining High Visibility | p. 135 |
| Strategies for Marketing High Visibility | p. 137 |
| Misconceptions of Brand Building | p. 161 |
| The Four Steps of Brand Transformation | p. 199 |
| Delivering the Brand | p. 249 |
| Publicizing the Brand | p. 281 |
| Sustaining the Brand | p. 307 |
| Managing Brand Identity in an Ever-Changing Marketplace | p. 345 |
| Index | p. 359 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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