Building a brand [[electronic resource] ] : an Emerald guide
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| Titolo: |
Building a brand [[electronic resource] ] : an Emerald guide
|
| Pubblicazione: | Bradford, England, : Emerald Group Publishing, c2004 |
| Edizione: | 1st ed. |
| Descrizione fisica: | 86 p |
| Disciplina: | 658.8 |
| Soggetto topico: | Advertising |
| Marketing | |
| Note generali: | Bibliographic Level Mode of Issuance: Monograph |
| Nota di contenuto: | Intro -- Bringing the corporation into corporate branding -- Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model -- IBM's Think strategy - melding strategy and branding -- Online branding: the case of McDonald's -- Positioning and branding your organisation -- Silence of the brands. |
| Sommario/riassunto: | "Branding'' has been one of the most prominent of corporate buzzwords in recent years. But what is it all about? Although opinions will vary dramatically, there are some fundamental issues that underpin it. Branding is about distinguishing yourself from the competition. |
| Titolo autorizzato: | Building a brand |
| ISBN: | 1-280-70620-1 |
| 9786610706204 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910825638403321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |