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Autore: |
Grant John <1964->
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Titolo: |
The brand innovation manifesto [[electronic resource] ] : how to build brands, redefine markets and defy conventions / / John Grant
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Pubblicazione: | Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
Descrizione fisica: | 1 online resource (330 p.) |
Disciplina: | 658.8/27 |
658.827 | |
Soggetto topico: | Brand name products - Social aspects |
Brand name products - Psychological aspects | |
Branding (Marketing) | |
Lifestyles - Economic aspects | |
Consumer behavior | |
Note generali: | Description based upon print version of record. |
Nota di bibliografia: | Includes bibliographical references (p. [289]-293) and index. |
Nota di contenuto: | Cover; Contents; Acknowledgements; Introduction; SECTION I: BRAND THEORY REVISITED; SECTION II: A TYPOLOGY OF BRAND IDEAS; SECTION III: DEVELOPING BRAND STRATEGIES; References; Index |
Sommario/riassunto: | The 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 |
Titolo autorizzato: | The brand innovation manifesto ![]() |
ISBN: | 0-470-29670-4 |
1-119-99503-5 | |
1-119-20932-3 | |
1-280-41109-0 | |
9786610411092 | |
0-470-02983-8 | |
Formato: | Materiale a stampa ![]() |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910831051603321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |