Brand storming = managing brands in ...
Fioroni, Michele.

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  • Brand storming = managing brands in the era of complexity /
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Brand storming/ Michele Fioroni and Garry Titterton.
    其他題名: managing brands in the era of complexity /
    作者: Fioroni, Michele.
    其他作者: Titterton, Garry.
    出版者: Basingstoke [England] ;Palgrave Macmillan, : 2009.,
    面頁冊數: x, 223 p. ;25 cm.
    附註: "This book was originally published as Brand storming : Gestire la marca nell'era della complessitáa by Morlacchi Editore, Perugia, Italy"--T.p. verso.
    內容註: Preface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTUREAND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand b2 ss Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: b1 sThe Importance of being Earnest b2 s -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety andthe Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious-- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to b1 sSense and Simplicity b2 s: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and aCulture of Consumption: The Case of S. Pellegrino.
    標題: Brand name products. -
    電子資源: http://link.springer.com/10.1057/9780230233515access to fulltext (Palgrave)
    ISBN: 0230233511
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