A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and …
A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and MBA students. As key new luxury markets like China and India continue to expand, this book gives professionals in the industry a holistic understanding of luxury market dynamics aroun…
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and customer base. These assets, which comprise brand equity, are a primary source of competitive advantag…
"Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in p…
Wussten Sie, dass der angenehme Duft eines Neuwagens eigentlich aus der Sprühdose mit "Neuwagen-Aroma" kommt? Oder dass der "Crunch" der Kellogg's Cornflakes in einem Soundlabor entwickelt wurde? In diesem erstaunlichen Buch zeigt der Marketingguru Martin Lindstrom auf wunderbar…
Wussten Sie, dass der angenehme Duft eines Neuwagens eigentlich aus der Sprühdose mit>>Neuwagen-Aroma<<kommt? Oder dass der>>Crunch<<der Kellogg's Cornflakes in einem Soundlabor entwickelt wurde? In diesem erstaunlichen Buch zeigt der Marketingguru Martin Lindstrom auf wunderbar…
