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010   $a9786610411092
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100   $a20060215d2006      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 14$aThe brand innovation manifesto$b[electronic resource] $ehow to build brands, redefine markets and defy conventions /$fJohn Grant
210   $aChichester, England ;$aHoboken, NJ $cJohn Wiley & Sons$dc2006
215   $a1 online resource (330 p.)
300   $aDescription based upon print version of record.
311   $a0-470-02751-7 
320   $aIncludes bibliographical references (p. [289]-293) and index.
327   $aCover; Contents; Acknowledgements; Introduction; SECTION I: BRAND THEORY REVISITED; SECTION II: A TYPOLOGY OF BRAND IDEAS; SECTION III: DEVELOPING BRAND STRATEGIES; References; Index
330   $aThe days of the image brands are over, and 'new marketing' has gone mainstream. The world's biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke's and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work a
606   $aBrand name products$xSocial aspects
606   $aBrand name products$xPsychological aspects
606   $aBranding (Marketing)
606   $aLifestyles$xEconomic aspects
606   $aConsumer behavior
608   $aElectronic books.
615  0$aBrand name products$xSocial aspects.
615  0$aBrand name products$xPsychological aspects.
615  0$aBranding (Marketing)
615  0$aLifestyles$xEconomic aspects.
615  0$aConsumer behavior.
676   $a658.8/27
676   $a658.827
700   $aGrant$b John$f1964-$0772704
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910145046003321
996   $aThe brand innovation manifesto$92072072
997   $aUNINA

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