Building Brand Value the Playboy Way

Name: Building Brand Value the Playboy Way
Author: S. Gunelius

Gebonden Engels 2009 9780230577893

64,43

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Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.

Specificaties

ISBN13:9780230577893

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Algemeen management, Reclame en verkoop, Marketing

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Inhoudsopgave

PART I: REINVENTING AN INDUSTRY - THE YEARS UP TO 1959 The Brand Dream A Brand is Born Nurturing a Brand The First Brand Extensions PART II: A BRAND RISES DESPITE THE NAYSAYERS - THE 1960'S Growth Explosion Defending the Brand Living the Brand PART III: THE BRAND GOES GLOBAL - THE 1970'S The Brand Seen and Protested Around the World A Brand Peaks A Brand Gives Back PART IV: A BRAND IN DECLINE - THE 1980'S A Changing World A Changing of the Guard A Change of Course PART V: REINVENTING A BRAND - THE 1990'S A New Focus New Brand Extensions The Brand Champion Returns to the Spotlight PART VI: A BRAND RISES BACK TO THE TOP - THE 2000'S A Brand for a New Generation Focus on Relationship Branding The Future of the Playboy Brand