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Brands as a Factor of Progress
Udgivet af Palgrave Macmillan
ISBN
9781349514113
Om denne bog
The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the …
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Bogdetaljer
Forfatter
G. Mazzalovo, M. Chevalier
Forlag
Palgrave Macmillan
Kategori
Finans
ISBN-13
9781349514113
EAN
9781349514113
Format
Hæftet
Sprog
Engelsk
sider
322
Undertitel
- Brands as a Factor of Progress
Produktbeskrivelse
The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the management of brand identity. In summary they argue that brands cannot be held responsible for the imperfections and excesses of the worldwide economic and political systems, but that they can be signs of excellence and differentiation and vectors of values which favour multicultural understanding and put people in a position to generate progress.
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