Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This book shows how brands transform both the organizations that develop them and the lifestyles of the individuals who consume them.
Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This book shows how brands transform both the organizations that develop them and the lifestyles of the individuals who consume them.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Martin Kornberger holds a joint appointment as Associate Professor in the School of Management and the School of Design at the University of Technology, Sydney. He is also a visiting lecturer in marketing at the University of St Andrews and co-founder of the branding agency PLAY, where he was co-director from 2003 until 2008. He is co-author, with Stewart Clegg and Tyrone Pitsis, of the management textbook Managing and Organizations, 2nd edition (2008).
Inhaltsangabe
Foreword Acknowledgements Part I. Brands and Branding: 1. Introduction 2. Making sense of brands 3. The making of brands Part II. How Brands Transform Management: 4. Identity 5. Culture 6. Innovation Part III. How Brands Transform Lifestyle: 7. Politics 8. Ethics 9. Aesthetics Conclusion Bibliography Index.
Foreword Acknowledgements Part I. Brands and Branding: 1. Introduction 2. Making sense of brands 3. The making of brands Part II. How Brands Transform Management: 4. Identity 5. Culture 6. Innovation Part III. How Brands Transform Lifestyle: 7. Politics 8. Ethics 9. Aesthetics Conclusion Bibliography Index.
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