Holdings: European Business and Brand Building

European Business and Brand Building:

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Bibliographic Details
Other Authors:	Segreto, Luciano 1954- (Editor)
Format:	Book
Language:	English
Published:	Bruxelles; Berlin [u.a.] Lang 2012
Subjects:	Markenimage Markenartikel Markenpolitik Europa Konferenzschrift > 2007 > Warschau
Online Access:	Inhaltstext Inhaltsverzeichnis
Physical Description:	264 S. graph. Darst.
ISBN:	9789052017938 905201793X

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MARC


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Record in the Search Index

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adam_text	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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discipline	Wirtschaftswissenschaften
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title	European Business and Brand Building
title_auth	European Business and Brand Building
title_exact_search	European Business and Brand Building
title_full	European Business and Brand Building Lucian Segreto ...(eds.)
title_fullStr	European Business and Brand Building Lucian Segreto ...(eds.)
title_full_unstemmed	European Business and Brand Building Lucian Segreto ...(eds.)
title_short	European Business and Brand Building
title_sort	european business and brand building
topic	Markenimage (DE-588)4136439-9 gnd Markenartikel (DE-588)4037584-5 gnd Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Markenimage Markenartikel Markenpolitik Europa Konferenzschrift 2007 Warschau
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Holdings

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