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Anotace knihy

The brand has pervaded the entire field of human existence, filled every corner of the planet -- even the most remote ones -- and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today's society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a 'compass' with which to navigate today's complex society. This book proposes a refinement of the brand's role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helps business managers and students to understand the principles of branding.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Business strategy

• Plný název: Brand Storming
• Autor: Garry Titterton
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 223
• EAN: 9780230222434
• ISBN: 0230222439
• ID: 04039975
• Nakladatelství: PALGRAVE MACMILLAN
• Hmotnost: 524 g
• Rozměry: 236 × 164 × 20 mm
• Datum vydání: 12. December 2008

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