Vincent, Laurence.

Legendary brands unleashing the power of storytelling to create a winning marketing strategy / [Recurso electrónico] : Laurence Vincent. - Chicago : Dearborn Trade Pub., c2002. - x, 321 p. : ill. ; 24 cm.

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

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.

Restringido a usuarios de la UCA




Electronic reproduction.
Boston, MA :
Safari,
2002.
Available via World Wide Web.


Modo de acceso: World Wide Web.

Made available through: Safari Books Online, LLC.






Brand name products--Marketing.
Brand name products.
Customer relations.

658.8/27

Powered by Koha