Legendary brands [Recurso electrónico] : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent.
By: Vincent, Laurence
Material type:

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
Available also in a print edition.
Electronic reproduction. Boston, MA : Safari, 2002. Available via World Wide Web.
Modo de acceso: World Wide Web.
Made available through: Safari Books Online, LLC.
There are no comments for this item.