| 000 | 02808nam a2200493 a 4500 | ||
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| 001 | vtls000079351 | ||
| 003 | MTX | ||
| 008 | 160715121 001 0 eng d | ||
| 020 | _a0749470046 | ||
| 020 | _a9780749470036 | ||
| 020 | _a9780749470043 | ||
| 039 | 9 |
_a201607151203 _bstaff _c201606141510 _dstaff _y201605041227 _zadmin |
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| 041 | 0 | _aeng | |
| 099 | _aEbook | ||
| 100 | 1 |
_aSchaefer, Wolfgang. _9115800 |
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| 245 | 0 | 0 |
_aRethinking prestige branding _h[electronic resource] : _bsecrets of the ueber-brands/ _cSchaefer, Wolfgang;Kuehlwein, J. P.. |
| 260 |
_bKogan Page Ltd., _c2015. |
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| 300 | _a269 p. | ||
| 505 | 0 |
_gChapter, Lesson, Part _tPart One: Rethinking prestige branding. |
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| 505 | 0 |
_gChapter, Lesson, Part _tThe times they are a-changing. |
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| 505 | 0 |
_gChapter, Lesson, Part _tFrom marker to myth – a brief history of branding. |
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| 505 | 0 |
_gChapter, Lesson, Part _tA new kind of prestige – or what we mean by Ueber-Brands. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPart Two: The seven secrets of Ueber-Brands. |
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| 505 | 0 |
_gChapter, Lesson, Part _tIt’s practical – but also conversational. |
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| 505 | 0 |
_gChapter, Lesson, Part _tIt’s ‘numerological’ – how else to explain there are seven?. |
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| 505 | 0 |
_gChapter, Lesson, Part _tIt’s symmetrical – with myth in the middle. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 1: Mission incomparable – the first rule is to make your own. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 2: Longing versus belonging – the challenge is both. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 3: Un-selling – the superiority of seduction. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 4: From myth to meaning – the best way up is to go deep. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 5: Behold! – the product as manifestation. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 6: Living the dream – the bubble shall never burst. |
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| 505 | 0 |
_gChapter, Lesson, Part _tPrinciple 7: Growth without end – the ultimate balancing act. |
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| 505 | 0 | _aCover, Title,Rethinking prestige branding : secrets of the ueber-brands--Preface, Introduction, TOC,Contents--Preface, Introduction, TOC,Preface, or what do a Red Bull and a Grey Goose have in common?--Preface, Introduction, TOC,Acknowledgements--References, Appendix, Index,Instead of a summary: 77+ questions--References, Appendix, Index,Bibliography--References, Appendix, Index,Index. | |
| 650 |
_aBusiness & Economics _9100403 |
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| 650 |
_aMarketing _919322 |
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| 650 |
_aGeneral _918876 |
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| 650 |
_aBusiness & Economics _9100403 |
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| 650 |
_aAdvertising & Promotion _9115761 |
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| 700 | 1 |
_aKuehlwein, J. P.. _9115801 |
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| 856 | 4 | 0 | _uhttp://portal.igpublish.com/iglibrary/search/KOGANB0001043.html |
| 942 | _c10 | ||
| 999 |
_c75900 _d75900 |
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