This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming. Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.

Discover how to achieve superior investment performance

"I enjoyed this book on several levels. First: I appreciated the factual information about stock market behavior and the increasingly sophisticated packaged products being offered to mitigate market risk. Second: I was reminded how little I know about market timing and how it can help lower the risk exposure of any portfolio. Third, and most interesting of all: I really enjoyed the personal side of David Rogers's career."
--Binkley Shorts, Equity Portfolio Manager Wellington Management Co.

"I have followed David Rogers's market forecasting for many years. He is very good (not many really are). David's book, The 90% Solution is enjoyable and educational. I found the historical reviews particularly interesting and I agree with David's most important theme regarding the importance of market timing wholeheartedly. In an age where hedge funds and brokerage trading desks control over half of total market value, the adage 'timing is everything' is critically important to investors as well as traders."
--Otis T. Bradley, Managing Director of Research, Gilford Securities

"David is a very thorough and dedicated analyst, and everyone, both novice and professional, could learn something from reading this book. No one has all the answers when it comes to successful investing, however David's approach can help even the most remedial investor secure better-than-average returns in his or her portfolio. I highly recommend you read each page with care."
--Jack Norberg, Chairman, Standard Investment Chartered, Inc., and General Partner, Buttonwood Tree Value Partners

"This book demystifies the hocus-pocus and debunks the badrap that market timing has attracted. Time will show why David Rogers is one of the unheralded investment gurus of our day."
--Craig Pieringer, Portfolio Manager, Wells Capital Management

"David Rogers breaks through the cobweb-cliches about 'buying and holding, ' spun for years by most stock brokers and mutual fund salesmen. It is high time that market timing be revisited and its best techniques be shared with the investing public. Rogers is to be commended for spotlighting this timely need."
--William Schmidt, PhD, President, Tiger Software

"This book has to be on the reading list of every serious investor. David Rogers tells us why and how using the overall stock market's direction is the best way to improve portfolio performance. He knows what he is talking about because his performance ranks among the best in the world of active money management."
--Roger J. Schreiner, CEO, Schreiner Capital Management

With clear analysis and practical frameworks, this book provides step-by-step guidance businesses can use to prosper in the new era of digital media "An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."-Jeff Jarvis, author of What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."-Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age. Marketing expert David Rogers examines how digital technologies-from smartphones to social networks-connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies-strategies designed for customer networks. Rogers offers five strategies that any business can use to create new value: ACCESS-be faster, be easier, be everywhere, be always on ENGAGE-become a source of valued content CUSTOMIZE-make your offering adaptable to your customer's needs CONNECT-become a part of your customers' conversations COLLABORATE-involve your customers at every stage of your enterprise Rogers explains these five strategies with over 100 cases from every type and size of business-from shoes to news, and software to healthcare. In The Network Is Your Customer, he shows: How Apple harnessed a host of collaborators to write apps for its iPhone How IBM designed a videogame to help sell its enterprise software How Ford Motors inspired an online community to build brand awareness for its new Fiesta ...and countless other cases from consumer, b2b, and nonprofit categories. The book outlines a process for planning and implementing a customer network strategy to match your customers, your business, and your objectives-whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.