Decoding Coca-Cola: a biography of a global brand
"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola c...
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2021
|
| Schriftenreihe: | Routledge studies in marketing
|
| Schlagworte: | |
| Zusammenfassung: | "This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies." |
| Beschreibung: | x, 240 Seiten |
| ISBN: | 9781138495449 |
Internformat
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| spelling | Decoding Coca-Cola a biography of a global brand edited by Robert Crawford, Linda Brennan and Susie Khamis London ; New York Routledge 2021 x, 240 Seiten txt rdacontent n rdamedia nc rdacarrier Routledge studies in marketing "This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies." The Coca-Cola Company / (DE-588)5155961-4 / (DE-627)188891129 / (DE-576)195519515 Coca-Cola Company Softdrink / (DE-627)091357802 / (DE-STW)14975-5 Markenführung / (DE-627)091376270 / (DE-STW)19129-5 Markenimage / (DE-627)091384427 / (DE-STW)12806-3 Marketing / (DE-627)091376297 / (DE-STW)12766-3 Öffentlichkeitsarbeit / (DE-627)091381185 / (DE-STW)12775-2 Internationales Marketing / (DE-627)091368677 / (DE-STW)10876-6 Werbung / (DE-627)091400260 / (DE-STW)12846-5 Softdrink-Industrie / (DE-627)091357810 / (DE-STW)18221-1 USA / (DE-627)091396867 / (DE-STW)17829-1 Branding (Marketing) Advertising Internet advertising Globalization / Social aspects (DE-588)4143413-4 Aufsatzsammlung gnd-content Crawford, Robert 1975- (DE-588)1067218157 edt Brennan, Linda (DE-588)113190107X edt Khamis, Susie edt Erscheint auch als Online-Ausgabe 978-1-351-02402-0 |
| spellingShingle | Decoding Coca-Cola a biography of a global brand |
| subject_GND | (DE-588)4143413-4 |
| title | Decoding Coca-Cola a biography of a global brand |
| title_auth | Decoding Coca-Cola a biography of a global brand |
| title_exact_search | Decoding Coca-Cola a biography of a global brand |
| title_exact_search_txtP | Decoding Coca-Cola a biography of a global brand |
| title_full | Decoding Coca-Cola a biography of a global brand edited by Robert Crawford, Linda Brennan and Susie Khamis |
| title_fullStr | Decoding Coca-Cola a biography of a global brand edited by Robert Crawford, Linda Brennan and Susie Khamis |
| title_full_unstemmed | Decoding Coca-Cola a biography of a global brand edited by Robert Crawford, Linda Brennan and Susie Khamis |
| title_short | Decoding Coca-Cola |
| title_sort | decoding coca cola a biography of a global brand |
| title_sub | a biography of a global brand |
| topic_facet | Aufsatzsammlung |
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