| Record ID | marc_columbia/Columbia-extract-20221130-031.mrc:341089102:3801 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-031.mrc:341089102:3801?format=raw |
LEADER: 03801cam a2200709 i 4500
001 15268065
005 20221126225157.0
006 m o d
007 cr cnu---unuuu
008 150520s2015 enka ob 001 0 eng d
035 $a(OCoLC)ocn909542422
035 $a(NNC)15268065
040 $aN$T$beng$erda$epn$cN$T$dIDEBK$dCDX$dN$T$dYDXCP$dUMI$dE7B$dDEBSZ$dB24X7$dCOO$dWAU$dTEFOD$dOCLCF$dCCO$dD6H$dK6U$dQGK$dUAB$dPIFFA$dFVL$dAGLDB$dOCLCQ$dVTS$dSTF$dAU@$dUKSSU$dKOGAN$dOCLCO$dOCLCQ
019 $a910515848$a961627253$a1116189172
020 $a9780749470043$q(electronic bk.)
020 $a0749470046$q(electronic bk.)
020 $z9780749470036
020 $z0749470038
035 $a(OCoLC)909542422$z(OCoLC)910515848$z(OCoLC)961627253$z(OCoLC)1116189172
037 $aCL0500000601$bSafari Books Online
037 $a11016FA7-6D1F-4405-86F2-3D8A91E59730$bOverDrive, Inc.$nhttp://www.overdrive.com
050 4 $aHF5415.1255$b.S392 2015eb
072 7 $aBUS$x082000$2bisacsh
072 7 $aBUS$x041000$2bisacsh
072 7 $aBUS$x042000$2bisacsh
072 7 $aBUS$x085000$2bisacsh
082 04 $a658.8/27$223
084 $aBUS043000$aBUS002000$2bisacsh
049 $aZCUA
100 1 $aSchaefer, Wolfgang,$eauthor.
245 10 $aRethinking prestige branding :$bsecrets of the ueber-brands /$cWolfgang Schaefer and J.P. Kuehlwein.
264 1 $aLondon ;$aPhiladelphia :$bKogan Page,$c2015.
264 4 $c©2015
300 $a1 online resource (xiv, 254 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references (pages 237-245) and index.
588 0 $aPrint version record.
520 $aWhat makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's? This book uncovers the formula for what drives the success of great luxury brands. It offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies, it will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. --$cEdited summary from book.
505 0 $aPart 1. One rethinking prestige branding -- Part 2. The seven secrets of ueber-brands.
650 0 $aBranding (Marketing)
650 0 $aBrand name products.
650 6 $aStratégie de marque.
650 6 $aProduits de marque.
650 7 $abranding.$2aat
650 7 $aSales & marketing.$2bicssc
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xAdvertising & Promotion.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aBrand name products.$2fast$0(OCoLC)fst00837883
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aSales and marketing.$2thema
650 7 $aBrands and branding.$2thema
650 7 $aBusiness and Management.$2ukslc
700 1 $aKuehlwein, J. P.,$eauthor.
776 08 $iPrint version:$aSchaefer, Wolfgang.$tRethinking prestige branding.$dLondon ; Philadelphia : Kogan Page, 2015$z9780749470036$w(DLC) 2015008794$w(OCoLC)905541715
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15268065$zAll EBSCO eBooks
852 8 $blweb$hEBOOKS