The brand innovation manifesto : how to build brands, redefine markets and defy conventions / / John Grant

• Autore: Grant John <1964->
• 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.: 9910877826503321
• Lo trovi qui: Univ. Federico II