According to an original approach, that combines some basic marketing concepts with the broader visions of the economic sociology, of the sociology of consumption and the sociology of cultural and communicative processes, the book offers a complete and critical vision of the brand. It investigate clearly the multiple dimensions of the brand, also in a consumer behavior approach. Among the topics covered: brand identity, brand image, notoriety, dominance, sensitivity, positioning, corporate, core business, brand portfolio strategy, corporate image, corporate reputation, corporate citizenship, brand equity, brand personality, brand extensions, co-branding , Brand consistency, brand Zeitgeist, emotional branding, lovemark, global marketing strategies, standardization and adaptation, company mechanization, new languages and new media, brand site, product placement, blog, brand tribe, brand community, guerrilla, subverting and culture jamming.
Il manuale della marca. Consumatore cultura società / Minestroni, Laura. - STAMPA. - 1(2010), pp. 1-476.
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