MARC record from Internet Archive

LEADER: 03902cam 2200565 a 4500
001 ocm37426325
003 OCoLC
005 20181105201351.0
008 970729s1998 nyua b 001 0 eng
010 $a 97030920
040 $aDLC$beng$cDLC$dPMC$dLVB$dBAKER$dYDXCP$dBTCTA$dOCLCG$dGEBAY$dILU$dBDX$dOCLCO$dOCLCF$dOCLCQ$dOCLCO$dOCLCQ
020 $a0814755992
020 $a9780814755990
035 $a(OCoLC)37426325
043 $an-us---
050 00 $aHD69.B7$bB736 1998
082 00 $a658.8/27$221
245 00 $aBrands :$bthe new wealth creators /$cedited by Susannah Hart and John M. Murphy.
260 $aNew York :$bNew York University Press,$c1998.
300 $axvi, 224 pages :$billustrations (some color) ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aWhat is branding? / John Murphy -- The history of branding / Adrian Room -- New brand development / Pamela Robertson -- Developing new brand names / Susannah Hart -- Brand packaging / Chris Lightfoot and Richard Gerstman -- Researching brands / Katriona Campbell -- Branding the corporation / Simon Mottram -- Brands as intellectual property / Janet Fogg -- Commercial counterfeiting / Vincent Carratu -- Brands as financial assets / Alex Batchelor -- Brand licensing / Raymond Perrier -- Brand franchising / Andrew Taylor -- International branding / William G. Tragos -- Branding in the European Union / John Murray -- Managing retail brands / Michael Jary and Andrew Wileman -- Commodity branding / Joe Pope, David Cullwick, and Jo Kennelly -- Branding in the pharmaceutical industry / Andy Milligan -- Brand revitalisation and extension / David Andrew -- Managing the brand / Andrew Seth -- The future for brands / Susannah Hart.
520 $aFrom new brand development to brand management, from trademark protection to the role of advertising and design, Brands: The New Wealth Creators offers a comprehensive survey of all aspects of branding. Assembling a wide range of "brand experts", this topical and authoritative collection looks, from a variety of perspectives, at the increasingly crucial role that brands have come to play in the international marketplace.
520 8 $aHow do legal systems recognize the value of brands to both consumers and producers? How has the concept of branded goods been extended successfully to embrace services and other less tangible "products"? How have some brands come to signify certain social or political ideals, and how do those ideals affect consumer loyalty? Brands: The New Wealth Creators thoroughly addresses these questions, demonstrating that brands are the most valuable assets of today's international companies.
650 0 $aBrand name products$zUnited States.
650 6 $aProduits de marque$zE tats-Unis.
650 7 $aBrand name products.$2fast$0(OCoLC)fst00837883
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
650 07 $aMarkenartikel.$2swd
650 07 $aAufsatzsammlung.$2swd
650 07 $aMarkenpolitik.$2swd
651 7 $aUSA.$2swd
700 1 $aHart, Susannah.
700 1 $aMurphy, John M.,$d1944-
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy0807/97030920-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0807/97030920-d.html
938 $aBaker & Taylor$bBKTY$c50.00$d50.00$i0814755992$n0003053658$sactive
938 $aBrodart$bBROD$n51939096$c$40.00
938 $aBaker and Taylor$bBTCP$n97030920
938 $aYBP Library Services$bYANK$n1421688
029 1 $aAU@$b000013367896
029 1 $aGEBAY$b2804564
029 1 $aNLGGC$b269514384
029 1 $aNZ1$b4810646
029 1 $aYDXCP$b1421688
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 273 OTHER HOLDINGS