Branded!

Foreword.
<p>Preface.</p>
<p>Chapter 1 Introduction: Bringing Your Store to Your Customers.</p>
<p>YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?</p>
<p>RETAIL 2.0.</p>
<p>RETAIL LEADERS.</p>
<p>YOUR WORLD IS CHANGING ARE YOU?</p>
<p>Notes.</p>
<p>Chapter 2 Social Media.</p>
<p>DEFINITIONS.</p>
<p>WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?</p>
<p>DEMOGRAPHICS NOT JUST KIDS!</p>
<p>POPULAR SOCIAL–MEDIA WEB SITES.</p>
<p>WHERE TO FOCUS.</p>
<p>TODAY′S RETAILER ENGAGEMENT.</p>
<p>Notes.</p>
<p>Chapter 3 Mobility.</p>
<p>DEFINITIONS.</p>
<p>SMART PHONES CHANGE IT ALL.</p>
<p>INTERSECTION OF SOCIAL MEDIA AND MOBILITY.</p>
<p>RETAIL HAS BREAKTHROUGH OPPORTUNITY.</p>
<p>APPLICATIONS FOR MOBILE LEADERSHIP.</p>
<p>RETAIL MOBILE INNOVATORS.</p>
<p>Notes.</p>
<p>Chapter 4 Starbucks: It s the Experience!</p>
<p>LEARNING FORMULATING INNOVATING.</p>
<p>TRANSFORMING STARBUCKS FOR THE FUTURE.</p>
<p>MY STARBUCKS IDEA IS BORN.</p>
<p>FINDING OUT WHERE CUSTOMERS ARE HANGING OUT.</p>
<p>STARBUCKS MOBILE.</p>
<p>DIGITAL LEADERSHIP.</p>
<p>Notes.</p>
<p>Chapter 5 Zappos: "Your Culture Is Your Brand".</p>
<p>COMMITTED TO "WOW ING" EVERY CUSTOMER.</p>
<p>A VISION TO EMBRACE E–COMMERCE.</p>
<p>WOW SERVICE ONLINE.</p>
<p>AN EARLY LEADER IN "ZOCIAL MEDIA".</p>
<p>"ZOCIAL MEDIA" IS PERVASIVE.</p>
<p>MOBILITY: THE NEXT CHANNEL.</p>
<p>DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE.</p>
<p>Notes.</p>
<p>Chapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene.</p>
<p>FAST FASHION TAKES CENTER STAGE.</p>
<p>WET SEAL S FASHION COMMUNITY.</p>
<p>FASHION IT S ALL SOCIAL.</p>
<p>MOBILE: SHOP ON THE GO.</p>
<p>THERE S GOLD IN THOSE THREADS.</p>
<p>SOCIAL + MOBILE = A GAME CHANGER.</p>
<p>FARMVILLE FOR FASHION.</p>
<p>Notes.</p>
<p>Chapter 7 Macy′s: Shooting for the Stars!</p>
<p>TWO GREAT BRANDS.</p>
<p>MACY′S STRATEGY REFRESHED.</p>
<p>ENGAGING THE CUSTOMER.</p>
<p>SOCIAL MEDIA IS FASHIONABLE.</p>
<p>MOBILE MACY′S.</p>
<p>JUST THE BEGINNING.</p>
<p>Notes.</p>
<p>Chapter 8 1–800–Flowers.com: "Build a Relationship First Do Business Second".</p>
<p>GOING UNDERCOVER IS REVEALING.</p>
<p>PLANTING THE SEEDS OF SUCCESS.</p>
<p>BEYOND FLOWERS.</p>
<p>LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY.</p>
<p>SOCIAL MEDIA BLOSSOMS.</p>
<p>MOBILE: APP OF THE YEAR.</p>
<p>INNOVATION IS A CORE STRATEGY.</p>
<p>Notes.</p>
<p>Chapter 9 JCPenney: Digital Transformation.</p>
<p>BUILDING A BRAND BY "WINNING TOGETHER".</p>
<p>FROM BIG BOOK TO DIGITAL LEADERSHIP.</p>
<p>CULTURE OF TRANSPARENCY.</p>
<p>SOCIAL AMBASSADORS.</p>
<p>JCPENNEY LOVES MOBILE.</p>
<p>A DIGITAL FUTURE FOR A TRADITIONAL PLAYER.</p>
<p>Notes.</p>
<p>Chapter 10 Pizza Hut: Creating the Perfect Pizza Digitally.</p>
<p>TOPPING THE PIZZA MARKET.</p>
<p>BUILDING THE YUM! DYNASTY.</p>
<p>VALUE PLUS FAVORITES = A WINNING STRATEGY.</p>
<p>ENABLING GLOBAL KNOWLEDGE SHARING.</p>
<p>AN INNOVATOR IN SOCIAL MEDIA.</p>
<p>THE "KILLER APP FOR YOUR APPETITE".</p>
<p>BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS.</p>
<p>LISTENING, ENGAGING, EXCITING!</p>
<p>Notes.</p>
<p>Chapter 11 Best Buy: The Connected World.</p>
<p>GROWTH STRATEGY.</p>
<p>CROSS–CHANNEL: MEETING CUSTOMERS WHERE THEY ARE.</p>
<p>A WIKI CULTURE.</p>
<p>SOCIAL MEDIA: FROM THE INSIDE OUT!</p>
<p>A WEB 2.0 TOOL KIT IS BORN.</p>
<p>THE HUB FOR ALL THINGS BEST BUY.</p>
<p>HELPING MOBILE CUSTOMERS "SHOP, LEARN, AND BUY".</p>
<p>THE CONNECTED WORLD, TAKE TWO.</p>
<p>Notes.</p>
<p>Chapter 12 Analyzing Value: Social Media.</p>
<p>GETTING STARTED.</p>
<p>WHAT S THE RETURN?</p>
<p>MINING THE GOLD.</p>
<p>SOCIAL–MEDIA ANALYTICS.</p>
<p>INSIGHTS TO ACTION.</p>
<p>Notes.</p>
<p>Chapter 13 Conclusion: Take the Lead.</p>
<p>Notes.</p>
<p>Index.</p>