Brand Immortality: How Brands Can Live Long and Prosper
商品資訊
ISBN13:9780749449285
出版社:Kogan Page Ltd
作者:Hamish Pringle; Peter Field
出版日:2009/01/28
裝訂:精裝
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:NT$ 948 元優惠價
:90 折 853 元
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商品簡介
Properly managed, no brand need decay and die -- immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. "Brand Immortality" is a health manual for brands that seek immortality. Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival -- especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders, "Brand Immortality" identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers.
作者簡介
Hamish Pringle is Director General of the Institute of Practitioners of Advertising, a British trade body that represents and supports marketing communications agencies. Peter Field spent 15 years as a strategic planner in advertising before working as a consultant. He helped start Eatbigfish, a challenger brand consulting firm.
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