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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing The Rational Homo Psychologicus
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Beschreibung
This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the… desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships. The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset. The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
15.10.2019
Sprache
Englisch
EAN
9789813295025
Herausgeber
Springer Singapore
Sonderedition
Nein
Autor
H. Y. Story
Seitenanzahl
185
Einbandart
Gebundene Ausgabe
Buch Untertitel
Creating Thoughtful Businesses
Autorenporträt
H. Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P&G, Rotary Institute, J.Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book.
Transparenz & Sicherheit
Hersteller: Springer, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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