Brand babble: sense and nonsense about branding
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
South Melbourne, Vic. ; London
South-Western/Thomson Learning
c2004
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index. - Formerly CIP : £16.99 |
| Beschreibung: | 156 p. ill 23cm |
| ISBN: | 0538727144 |
Internformat
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| 245 | 1 | 0 | |a Brand babble |b sense and nonsense about branding |c Don E. Schultz, Heidi F. Schultz |
| 264 | 1 | |a South Melbourne, Vic. ; London |b South-Western/Thomson Learning |c c2004 | |
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| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Product management | |
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Datensatz im Suchindex
| _version_ | 1804150245527912448 |
|---|---|
| adam_text | Contents
Preface 4
1 What Is a Brand? 9
2 Who Owns the Brand? 20
3 Separating Hula Hoops from Viable Brands 30
4 Dogs, Pigeons, Focus Groups, and Other
Exotic Brand Research Techniques 41
5 Mental Models, S-Curves, and Multi-Tasking 53
6 Reification, Abstractionism, Tribal Dances, and
Other Mumbo-Jumbo about Brands and Branding 63
7 Avoiding the Mental Model Mineneids 71
8 Magic Words, Mystic Signs, and Other
Incomprehensible Incantations 80
9 Going Global 89
10 Birth Pains and Stretch Marks 98
11 Media Planning and Buying—An Arcane Science? 106
12 Why Branding Doesn t Take a Ton of Media Spending 118
13 Brand Tracking in the Himalayas: Nice to Know,
But Not Very Useful as a Brand Measure 128
14 Searching for Brand Equity in All the Right Places 138
15 Future Babble 148
Index 154
|
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| spelling | Schultz, Don E. Verfasser aut Brand babble sense and nonsense about branding Don E. Schultz, Heidi F. Schultz South Melbourne, Vic. ; London South-Western/Thomson Learning c2004 156 p. ill 23cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index. - Formerly CIP : £16.99 Brand name products Product management Schultz, Heidi F. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025921054&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schultz, Don E. Brand babble sense and nonsense about branding Brand name products Product management |
| title | Brand babble sense and nonsense about branding |
| title_auth | Brand babble sense and nonsense about branding |
| title_exact_search | Brand babble sense and nonsense about branding |
| title_full | Brand babble sense and nonsense about branding Don E. Schultz, Heidi F. Schultz |
| title_fullStr | Brand babble sense and nonsense about branding Don E. Schultz, Heidi F. Schultz |
| title_full_unstemmed | Brand babble sense and nonsense about branding Don E. Schultz, Heidi F. Schultz |
| title_short | Brand babble |
| title_sort | brand babble sense and nonsense about branding |
| title_sub | sense and nonsense about branding |
| topic | Brand name products Product management |
| topic_facet | Brand name products Product management |
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