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Brand society : how brands transform management and lifestyle

Author: Martin Kornberger
Publisher: Cambridge ; New York : Cambridge University Press, 2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Martin Kornberger
ISBN: 9780521898263 0521898269 9780521726900 0521726905
OCLC Number: 444871788
Description: xx, 308 pages ; 25 cm
Contents: Brands and branding --
Introduction: The brand society --
Making sense of brands --
The making of brands --
How brands transform management --
Identity --
Culture --
Innovation --
How brands transform lifestyle --
Politics --
Ethics --
Aesthetics.
Responsibility: Martin Kornberger.

Abstract:

A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.  Read more...

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'This is a stupendous piece of work. It's both academic and pragmatic. It ranges from forbidding high theory to easy-reading case studies. It's great. Without question, it'll go down as a landmark Read more...

 
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