European business and brand building
| Автор-организации: | Institute for Corporate Culture Affairs. |
|---|---|
| Други автори: | Segreto, Luciano. |
| Формат: | Електронен |
| Език: | English |
| Публикувано: |
New York :
P.I.E. Peter Lang,
℗♭2011.
|
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=486305 |
Съдържание:
- Table of Contents; Preface 9
- Andrzej K. Kozminski; Foreword 13
- Manfred Pohl; INTRODUCTORY REMARKS
- Caution: Brands at Work! Branding between Time, History, and Financial Markets 15
- Luciano Segreto; CHAPTER 1
- Unilever and Its Brands since the 1950s. Competitive Threats and Strategic Responses 29
- Peter Miskell; CHAPTER 2
- The Building of Michelin's Corporate Image and Brand 51
- Dominique Barjot & Francesca Tesi; CHAPTER 3
- Suchard. A Swiss Chocolate Brand Somewhere in between Traditional and Modern Cultures 75
- Laurent Tissot.
- CHAPTER 4
- Champagne. A Distinguished Wine? The Creation of Champagne's Brand Image 99
- Claire Desbois-ThibaultCHAPTER 5
- A Reassessment of the Business History of the French Luxury Sector. The Emergence of a New Business Model and a Renewed Corporate Image (from the 1970s) 113
- Hubert Bonin; CHAPTER 6
- The Ascendance of the Italian Fashion Brands (1970-2000) 137
- Elisabetta Merlo; CHAPTER 7
- The Invention of the Camper Brand. Brand Building of Mallorca Shoe-Manufacturing 155
- Carles Manera & Jaume Garau-Taberner.
- CHAPTER 8
- Corporate Growth and Changes in Brand Identity. The Case of the Zara Group 187
- Xoan Carmona BadiaCHAPTER 9
- Operation Abundance. Brands and Polish Consumers after WWII 209
- Mariusz Jastrza·b; CONCLUSIVE REMARKS
- European Values and European Brands: Corporate Culture and Commercial Identity 235
- Hubert Bonin; Index 247; Contributors 261.