Categorii: Diverse
Limba: Engleza
Data publicării: 2004
Editura: Harvard Business Review Press
Nr Pag: 288
ISBN 10: 1578517745
Titlu Original: How Brands Become Icons
Brand: Harvard Business School Publishing
ISBN: 9781578517749
Dimensiuni: 567g
Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.