European Business and Brand Building:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Bruxelles; Berlin [u.a.]
Lang
2012
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | 264 S. graph. Darst. |
| ISBN: | 9789052017938 905201793X |
Internformat
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Datensatz im Suchindex
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IMAGE 1
TABLE OF CONTENTS
PREFACE 9
ANDRZEJ K. KOZMINSKI
FOREWORD 13
MANFRED POHL
INTRODUCTORY REMARKS CAUTION: BRANDS AT WORK! BRANDING BETWEEN TIME,
HISTORY, AND FINANCIAL MARKETS 15 LUCIANO SEGRETO
CHAPTER 1. UNILEVER AND ITS BRANDS SINCE THE 1950S. COMPETITIVE THREATS
AND STRATEGIC RESPONSES 29
PETER MISKELL
CHAPTER 2. THE BUILDING OF MICHELIN'S CORPORATE IMAGE AND BRAND 51
DOMINIQUE BARJOT & FRANCESCO TESI
CHAPTER 3. SUCHARD. A SWISS CHOCOLATE BRAND SOMEWHERE IN BETWEEN
TRADITIONAL AND MODERN CULTURES 75 LAURENT TISSOT
CHAPTER 4. CHAMPAGNE. A DISTINGUISHED WINE? THE CREATION OF CHAMPAGNE'S
BRAND IMAGE 99
CLAIRE DESBOIS-THIBAULT
CHAPTER 5 . A REASSESSMENT OF THE BUSINESS HISTORY OF THE FRENCH LUXURY
SECTOR. THE EMERGENCE OF A NEW BUSINESS MODEL AND A RENEWED CORPORATE
IMAGE (FROM THE 1970S) 113 HUBERT BONIN
CHAPTER 6. THE ASCENDANCE OF THE ITALIAN FASHION BRANDS (1970-2000) 137
ELISABETTA MERLO
CHAPTER 7. THE INVENTION OF THE CAMPER BRAND. BRAND BUILDING OF MALLORCA
SHOE-MANUFACTURING 155
CARLES MANERA & JAUME GARAU-TABERNER
1
HTTP://D-NB.INFO/1021565237
IMAGE 2
CHAPTER 8. CORPORATE GROWTH AND CHANGES IN BRAND IDENTITY.
THE CASE OF THE ZARA GROUP 187
XOAN CARMONA BADIA
CHAPTER 9. OPERATION ABUNDANCE. BRANDS AND POLISH CONSUMERS AFTER WWII
209
MARIUSZ JASTRZQB
CONCLUSIVE REMARKS EUROPEAN VALUES AND EUROPEAN BRANDS: CORPORATE
CULTURE AND COMMERCIAL IDENTITY 235
HUBERT BONIN
INDEX 247
CONTRIBUTORS 261 |
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| title | European Business and Brand Building |
| title_auth | European Business and Brand Building |
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| title_fullStr | European Business and Brand Building Lucian Segreto ...(eds.) |
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| title_short | European Business and Brand Building |
| title_sort | european business and brand building |
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