Rethinking prestige branding: secrets of the ueber-brands
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia
Kogan Page
2015
|
| Schlagworte: | |
| Online-Zugang: | FLA01 |
| Beschreibung: | Print version record |
| Beschreibung: | 1 online resource (xiv, 254 pages) illustrations |
| ISBN: | 9780749470043 0749470046 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV046102337 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 190813s2015 |||| o||u| ||||||eng d | ||
| 020 | |a 9780749470043 |9 978-0-7494-7004-3 | ||
| 020 | |a 0749470046 |9 0-7494-7004-6 | ||
| 035 | |a (ZDB-4-EBU)ocn909542422 | ||
| 035 | |a (OCoLC)909542422 | ||
| 035 | |a (DE-599)BVBBV046102337 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 082 | 0 | |a 658.8/27 |2 23 | |
| 084 | |a QP 624 |0 (DE-625)141914: |2 rvk | ||
| 100 | 1 | |a Schaefer, Wolfgang |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Rethinking prestige branding |b secrets of the ueber-brands |c Wolfgang Schaefer and J.P. Kuehlwein |
| 264 | 1 | |a London ; Philadelphia |b Kogan Page |c 2015 | |
| 264 | 4 | |c © 2015 | |
| 300 | |a 1 online resource (xiv, 254 pages) |b illustrations | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Print version record | ||
| 505 | 8 | |a What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. -- | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 4 | |a Branding (Marketing) |a Brand name products | |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingstrategie |0 (DE-588)4120697-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Luxusgut |0 (DE-588)4192138-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Luxusgut |0 (DE-588)4192138-0 |D s |
| 689 | 0 | 1 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 2 | |a Marketingstrategie |0 (DE-588)4120697-6 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 700 | 1 | |a Kuehlwein, J. P. |e Sonstige |4 oth | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a Schaefer, Wolfgang |t Rethinking prestige branding |d London ; Philadelphia : Kogan Page, 2015 |z 9780749470036 |
| 912 | |a ZDB-4-EBU | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-031483113 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=993694 |l FLA01 |p ZDB-4-EBU |q FLA_PDA_EBU |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1804180410564870144 |
|---|---|
| any_adam_object | |
| author | Schaefer, Wolfgang |
| author_facet | Schaefer, Wolfgang |
| author_role | aut |
| author_sort | Schaefer, Wolfgang |
| author_variant | w s ws |
| building | Verbundindex |
| bvnumber | BV046102337 |
| classification_rvk | QP 624 |
| collection | ZDB-4-EBU |
| contents | What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. -- |
| ctrlnum | (ZDB-4-EBU)ocn909542422 (OCoLC)909542422 (DE-599)BVBBV046102337 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03099nmm a2200577zc 4500</leader><controlfield tag="001">BV046102337</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">190813s2015 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749470043</subfield><subfield code="9">978-0-7494-7004-3</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749470046</subfield><subfield code="9">0-7494-7004-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-4-EBU)ocn909542422</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)909542422</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV046102337</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/27</subfield><subfield code="2">23</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 624</subfield><subfield code="0">(DE-625)141914:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Schaefer, Wolfgang</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Rethinking prestige branding</subfield><subfield code="b">secrets of the ueber-brands</subfield><subfield code="c">Wolfgang Schaefer and J.P. Kuehlwein</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London ; Philadelphia</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2015</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">© 2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (xiv, 254 pages)</subfield><subfield code="b">illustrations</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Print version record</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. --</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Marketing / General</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Advertising & Promotion</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Industrial Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management Science</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Organizational Behavior</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Brand name products</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Branding (Marketing)</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Branding (Marketing)</subfield><subfield code="a">Brand name products</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingstrategie</subfield><subfield code="0">(DE-588)4120697-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Luxusgut</subfield><subfield code="0">(DE-588)4192138-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Luxusgut</subfield><subfield code="0">(DE-588)4192138-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Marketingstrategie</subfield><subfield code="0">(DE-588)4120697-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Kuehlwein, J. P.</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Schaefer, Wolfgang</subfield><subfield code="t">Rethinking prestige branding</subfield><subfield code="d">London ; Philadelphia : Kogan Page, 2015</subfield><subfield code="z">9780749470036</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBU</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-031483113</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=993694</subfield><subfield code="l">FLA01</subfield><subfield code="p">ZDB-4-EBU</subfield><subfield code="q">FLA_PDA_EBU</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV046102337 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:35:19Z |
| institution | BVB |
| isbn | 9780749470043 0749470046 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031483113 |
| oclc_num | 909542422 |
| open_access_boolean | |
| physical | 1 online resource (xiv, 254 pages) illustrations |
| psigel | ZDB-4-EBU ZDB-4-EBU FLA_PDA_EBU |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Schaefer, Wolfgang Verfasser aut Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and J.P. Kuehlwein London ; Philadelphia Kogan Page 2015 © 2015 1 online resource (xiv, 254 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Print version record What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. -- BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Brand name products fast Branding (Marketing) fast Branding (Marketing) Brand name products Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Markenpolitik (DE-588)4144679-3 s Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 Kuehlwein, J. P. Sonstige oth Erscheint auch als Druck-Ausgabe Schaefer, Wolfgang Rethinking prestige branding London ; Philadelphia : Kogan Page, 2015 9780749470036 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Schaefer, Wolfgang Rethinking prestige branding secrets of the ueber-brands What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. -- BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Brand name products fast Branding (Marketing) fast Branding (Marketing) Brand name products Markenpolitik (DE-588)4144679-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Luxusgut (DE-588)4192138-0 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4120697-6 (DE-588)4192138-0 |
| title | Rethinking prestige branding secrets of the ueber-brands |
| title_auth | Rethinking prestige branding secrets of the ueber-brands |
| title_exact_search | Rethinking prestige branding secrets of the ueber-brands |
| title_full | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and J.P. Kuehlwein |
| title_fullStr | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and J.P. Kuehlwein |
| title_full_unstemmed | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and J.P. Kuehlwein |
| title_short | Rethinking prestige branding |
| title_sort | rethinking prestige branding secrets of the ueber brands |
| title_sub | secrets of the ueber-brands |
| topic | BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Brand name products fast Branding (Marketing) fast Branding (Marketing) Brand name products Markenpolitik (DE-588)4144679-3 gnd Marketingstrategie (DE-588)4120697-6 gnd Luxusgut (DE-588)4192138-0 gnd |
| topic_facet | BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Brand name products Branding (Marketing) Branding (Marketing) Brand name products Markenpolitik Marketingstrategie Luxusgut |
| work_keys_str_mv | AT schaeferwolfgang rethinkingprestigebrandingsecretsoftheueberbrands AT kuehlweinjp rethinkingprestigebrandingsecretsoftheueberbrands |