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Brand society : how brands transform management and lifestyle /
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as sym...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cambridge :
Cambridge University Press,
2010.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | "Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher. |
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| Descripción Física: | 1 online resource (xx, 308 pages) |
| Bibliografía: | Includes bibliographical references (pages 273-291) and index. |
| ISBN: | 9780511714481 0511714483 9780511712401 0511712405 9780511802881 0511802889 9780511722554 0511722559 0511715730 9780511715730 1107212332 9781107212336 1107714214 9781107714212 1282560697 9781282560697 9786612560699 661256069X 0511713231 9780511713231 |