| 000 | 03283cam a2200373 i 4500 | ||
|---|---|---|---|
| 001 | 18527302 | ||
| 003 | OSt | ||
| 005 | 20160226144442.0 | ||
| 008 | 150316s2015 enka b 001 0 eng | ||
| 010 | _a 2015008794 | ||
| 020 | _a9780749470036 (paperback) | ||
| 040 |
_aDLC _beng _cDLC _erda _dDLC _dSIU Central Library |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.1255 _b.S392 2015 |
| 082 | 0 | 0 |
_a658.827/SCH _223 _b41851 |
| 084 |
_aBUS043000 _aBUS002000 _2bisacsh |
||
| 100 | 1 | _aSchaefer, Wolfgang. | |
| 245 | 1 | 0 |
_aRethinking prestige branding : _bsecrets of the Ueber-Brands / _cWolfgang Schaefer and J.P. Kuehlwein. |
| 260 |
_aLondon _bKogan Page _c2015 |
||
| 300 |
_axiv, 254 pages : _bcolor illustrations ; _c24 cm |
||
| 365 |
_bRs.2661.44 _e24.99 UKP |
||
| 366 | _2The Forward Books, Pune. Invoice No.7692 | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _a"What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.With insights from interviews with 50 premium brand experts and over 100 case studies, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. "-- | ||
| 520 | _a"What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate the marketing professional just as much as those who are simply curious as to how premium brands tick"-- | ||
| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aBrand name products. | |
| 650 | 7 |
_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS / Advertising & Promotion. _2bisacsh |
|
| 700 | 1 | _aKuehlwein, J. P. | |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2ddc _cB |
||
| 999 |
_c567983 _d567983 |
||