| 청구기호 |
HD69.B7 .B736 1998 |
| 형태사항 |
xvi, 224 p. : ill. (some col.) ; 24 cm.
|
| 언어 |
English |
| 서지주기 |
Includes bibliographical references and index.
|
| 내용 |
What is branding? / John Murphy. - The history of branding / Adrian Room. - New brand development / Pamela Robertson. - Developing new brand names / Susannah Hart. - Brand packaging / Chris Lightfoot and Richard Gerstman. - Researching brands / Katriona Campbell. - Branding the corporation / Simon Mottram. - Brands as intellectual property / Janet Fogg. - Commercial counterfeiting / Vincent Carratu. - Brands as financial assets / Alex Batchelor. - Brand licensing / Raymond Perrier. - Brand franchising / Andrew Taylor. - International branding / William G. Tragos. - Branding in the European Union / John Murray. - Managing retail brands / Michael Jary and Andrew Wileman. - Commodity branding / Joe Pope, David Cullwick, and Jo Kennelly. - Branding in the pharmaceutical industry / Andy Milligan. - Brand revitalisation and extension / David Andrew. - Managing the brand / Andrew Seth. - The future for brands / Susannah Hart.
|
| 주제 |
Brand name products --United States.
|
| LCCN |
97030920
|
| ISBN |
0814755992
|
