High visibility
Subtitle: the making and marketing of professionals into celebrities
By: by Irving Rein ... [et al.].
Contributors: Rein, Irving J.; Rein, Irving J.
Edition: 3rd ed.
Publisher: McGraw-Hill
Published: 2005
Place of publication: New York
Language: eng
Subjects: Publicity.; Fame.; Celebrities.
Notes: Includes bibliographical references and index.
Rev. ed. of: High visibility / Irving Rein, Philip Kotler, Martin Stoller. 2nd ed. 1997.
Table of contents: title: The branding proposition; title: Commanding a high visibility premium; title: How the high visibility industry works; title: Distinguishing high visibility sectors and hierarchies; title: Who are the high visibility consumers; title: Strategies for marketing high visibility; title: Misconceptions of brand building; title: The four steps of brand transformation; title: Delivering the brand; title: Publicizing the brand; title: Sustaining the brand; title: Managing brand identity in an ever-changing marketplace.