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Rethinking Prestige Branding

4.02

105.35  Lei 123.94  Lei

sau 10535 de puncte. Detalii.

Livrare in 15 zile lucratoare

Cod: BRT9780749470036

An aparitie: 2015

Autor: Wolfgang Schaefer

Categoria: Business Management

Editie: necartonata

Editura: KOGAN PAGE

Format: 235 x 158 x 14 mm

Limba: English

Nr. pagini: 272



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What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights.

Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Cartea Rethinking Prestige Branding face parte din categoria Business Management a librariei online Libris.ro si este scrisa de Wolfgang Schaefer.
Livrarea se face din stocul furnizorului nostru din UK in aproximativ 15 zile lucratoare. Transportul este gratuit prin curier rapid, oriunde in Romania, pentru orice comanda de minimum 50 de lei. Pentru orice solicitare sau informatie suplimentara apelati call center-ul Libris de luni pana vineri intre orele 8-20.


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