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Online Public Access Catalogue

题名/责任者:

Legendary brands : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent.

出版发行项:

Chicago : Dearborn Trade Pub., c2002.

ISBN:

0793155606

载体形态项:

x, 321 p. : ill. ; 24 cm.

个人责任者:

Vincent, Laurence.

论题主题:

Brand name products.

论题主题:

Brand name products-Marketing.

论题主题:

Customer relations.

中图法分类号:

F713.50

书目附注:

Includes bibliographical references (p. 309-312) and index.

内容附注:

All brands are not created equal -- Brand mythology -- Myth and the narrative of legendary brands -- Legendary brands and personal narrative -- Investigating brand narrative -- Crafting brand narrative -- Communicating brand narrative -- Brand culture -- Cobranding, sponsorship, and partnership marketing -- Brand agents -- Nonlinear branding -- Rescuing the troubled brand -- Brand narrative and the body politic -- The dark side of brand mythology.

豆瓣简介：