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Palgrave Macmillan (Verlag)
978-1-349-51411-3 (ISBN)
MICHEL CHEVALIER is a Partner at Executive Interim Management. He has previously worked for the Boston Consulting Group, has been CEO of Paco Rabanne, Executive Vice-President of BlueBell Asia in Tokyo and Hong Kong and CEO of Revillon. He has taught at leading business schools, including INSEAD, CEDEP, ESSEC and HEC and is currently Professor at the Institut Superieur du Marketing du Luxe and at ESSEC, France. GÉRALD MAZZALOVO is consulting and teaching brand management. He is currently President of the CLERGERIE group. He has been CEO at Ferragamo (USA), has worked for Arthur Andersen in Milan and been President at Loewe and Bally. He teaches at ESSEC, France on their MBA in Luxury Brand Management.
Introduction PART 1: THE WORLD OF BRANDS What is a Brand? Anti-Brand Communication From Value to Progress PART 2: BRAND MANAGEMENT Brand Identity The Brand Lifecycle and the Global Dimension The Brand Audit PART 3: THE ROLE OF THE CONSUMER Consumers' Behaviour Consumers' Power Structured Consumer Action Conclusion: Brands and Globalization
Erscheinungsdatum | 26.05.2016 |
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Zusatzinfo | XIV, 322 p. |
Verlagsort | Basingstoke |
Sprache | englisch |
Maße | 152 x 229 mm |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Finanzierung |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Betriebswirtschaft / Management ► Rechnungswesen / Bilanzen | |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
Schlagworte | Brand • Communication • Management |
ISBN-10 | 1-349-51411-X / 134951411X |
ISBN-13 | 978-1-349-51411-3 / 9781349514113 |
Zustand | Neuware |
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