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Livres - 2004
La marque
Auteur Georges Lewi - Editions Vuiber - date de parution novembre 2004
Commentaire Editions Vuibert : Cet ouvrage a pour vocation de présenter la marque de façon synthétique et accessible. À l’aide de très nombreux exemples, l’auteur décortique tous les mécanismes de la marque, analyse ses facteurs clés de succès ou ses causes d’échec, expose les différentes typologies de marques. |
The business of brands
Editions wiley - date de parution septembre 2004
Commentaire wiley.com : This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
Jon Miller is a Planner at Ogilvy, providing strategic direction to many of the agency’s key brands (including Unilever, Nestlé, Ford, IBM and American Express). Prior to joining Ogilvy he worked as an independent consultant for a broad range of clients and industry sectors including Virgin Atlantic, Subaru, United International Pictures and Shell. His work has been published in AdMap, Marketing Week, Wired and Strategies in Europe. After graduating in Philosophy from King’s College London he took an MSc in Artificial Intelligence.
David Muir is the Group Development Director for Ogilvy in the UK. He has worked on a variety of Ogilvy business from KJS to First Choice Holidays, and developed a variety of research projects. His work has appeared in The Financial Times, The Guardian, Marketing and Marketing Week, and he has appeared regularly on the Today programme. He holds a first-class MA in Politics and Economics from the University of Glasgow, and an MBA with Distinction from London Business School. |
The new strategic brand management
Editions Kogan Page - date de parution août 2004
Auteur : Jean-Noël Kapferer
Commentaire Kogan Page : Packed with fresh examples and case studies of brands from all over the world, it also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand.
New chapters include: brand and business building; the challenge of growth in mature markets; and managing retail brands, plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.
The New Strategic Brand Management provides all marketing and brand managers and students with a thorough understanding of the new rules of brand management and how to put them into practice. |
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