but also should coordinate and orchestrate the communication (i.e., the story told via each touchpoint) across channel members. REFERENCES Askwith, Ivan (2007), Television 2.0: Reconceptualizing TV as an Engagement Medium, Doctoral Dissertation, MIT Comparative Studies Program, MIT Brown,Stephen (2001) Your Customers (They'll Love It),"Harvard Business "Torment Review, Vol. 79, No. 9, October, 2001. Brown, Stephen (2005), London: Cyan. Wizard! Harry Potter’s Brand Magic. Stephen, Robert V. Kozinets, and John F. Sherry Jr. (2003), Old Brands “Teaching New Tricks: Retro Branding and the Revival of Brand Meaning,” 67 Journal of Marketing, (July), 19-33. Dena, Christy (2004), Narrative: Diverged Technology, Converged People, “Transmedia New Stories,” Podcast. http://lamp.edu.au/2004/11/08/podcast-new-stories Diamond, Nina, John F. Sherry Jr., Mary Ann McGrath, Albert Muniz, Stefania Borghini, and Robert Kozinets (2009), Girl and the Brand Gestalt: Closing the Loop on “American Sociocultural Branding Research,” 73 (May) 118-134. Journal of Marketing, Fournier, (1998), and Their Brands: Developing Relationship Theory,” “Consumers 24 (March): 343-373. Journal of Consumer Research, Gitlin, Todd, ed. (1986), New York: Pantheon Books. Watching Television, Gobe, Marc ( 2002), Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy, Allworth Press, New York. Grover, Ronald (2009),“Giving In Bloomberg Business Products a Good Backstory.” Week, May, Holt, Doug (2004), Cambridge, MA: Harvard Business How Brands Become Icons, School. Jenkins, Henry (2006) New Convergence Culture: Where Old and New Media Collide, York University Press. Kackman, Michael, Marnie Binfield, Matthew Thomas Payne, Allsion Perlman, and Bryan Sebok (2010), Flow TV: Television in the Age of Media Convergence, Routledge
but also should coordinate and orchestrate the communication (i.e., the story told via each touchpoint) across channel members. REFERENCES Askwith, Ivan (2007), Television 2.0: Reconceptualizing TV as an Engagement Medium, Doctoral Dissertation, MIT Comparative Studies Program, MIT Brown,Stephen (2001) "Torment Your Customers (They'll Love It),"Harvard Business Review, Vol. 79, No. 9, October, 2001. Brown, Stephen (2005), Wizard! Harry Potter’s Brand Magic. London: Cyan. Stephen, Robert V. Kozinets, and John F. Sherry Jr. (2003), “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (July), 19-33. Dena, Christy (2004), “Transmedia Narrative: Diverged Technology, Converged People, New Stories,” Podcast. http://lamp.edu.au/2004/11/08/podcast-new-stories Diamond, Nina, John F. Sherry Jr., Mary Ann McGrath, Albert Muniz, Stefania Borghini, and Robert Kozinets (2009), “American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research,” Journal of Marketing, 73 (May) 118-134. Fournier, (1998), “Consumers and Their Brands: Developing Relationship Theory,” Journal of Consumer Research, 24 (March): 343-373. Gitlin, Todd, ed. (1986), Watching Television, New York: Pantheon Books. Gobe, Marc ( 2002), Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy, Allworth Press, New York. Grover, Ronald (2009),“Giving Products a Good Backstory.” In Bloomberg Business Week, May, Holt, Doug (2004), How Brands Become Icons, Cambridge, MA: Harvard Business School. Jenkins, Henry (2006) Convergence Culture: Where Old and New Media Collide, New York University Press. Kackman, Michael, Marnie Binfield, Matthew Thomas Payne, Allsion Perlman, and Bryan Sebok (2010), Flow TV: Television in the Age of Media Convergence, Routledge
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