MARC Record from marc_columbia

LEADER: 05101cam a2200805 i 4500
001 16627356
005 20220703234503.0
006 m o d
007 cr |||||||||||
008 200715t20212021enk ob 001 0 eng
010 $a 2020028927
035 $a(OCoLC)on1178869949
035 $a(NNC)16627356
040 $aDLC$beng$erda$epn$cDLC$dOCLCO$dOCLCF$dYDX$dTYFRS$dOCLCO$dTYFRS$dOCLCQ$dOCLCO
020 $a9781351024020$q(electronic book)
020 $a1351024027$q(electronic book)
020 $a9781351024006$q(electronic book)
020 $a1351024000$q(electronic book)
020 $a9781351024013$q(electronic book)
020 $a1351024019$q(electronic book)
020 $a9781351023993$q(electronic book)
020 $a1351023993$q(electronic book)
020 $z9781138495449$q(hardback)
035 $a(OCoLC)1178869949
037 $a9781351024020$bTaylor & Francis
042 $apcc
050 04 $aHF5415.1255$b.D43 2021
072 7 $aBUS$x002000$2bisacsh
072 7 $aBUS$x043030$2bisacsh
072 7 $aBUS$x052000$2bisacsh
072 7 $aKJS$2bicssc
082 00 $a338.7/66362$223
049 $aZCUA
245 00 $aDecoding Coca-Cola :$ba biography of a global brand /$cedited by Robert Crawford, Linda Brennan and Susie Khamis.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge,$c2021.
264 4 $c©2021
300 $a1 online resource (x, 240 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aRoutledge studies in marketing
504 $aIncludes bibliographical references and index.
520 $a"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"--$cProvided by publisher
588 0 $aOnline resource; title from digital title page (viewed on December 15, 2020).
545 0 $aRobert Crawford is a Professor of Advertising and Associate Dean of Research & Innovation in the School of Media and Communication at RMIT University in Melbourne, Australia. His research has focused on the growth and development of the advertising, marketing, and public relations industries across Australia, Oceania, and South East Asia. Linda Brennan is a Professor of Advertising in the School of Media and Communication at RMIT University in Melbourne, Australia. Her research interests are the use and abuse of advertising and social marketing for social change. Susie Khamis is Senior Lecturer in Public Communication at School of Communication at the University of Technology Sydney, Australia. Her research areas are branding, representations of cultural diversity, and consumer cultures.
610 20 $aCoca-Cola Company.
610 27 $aCoca-Cola Company$2fast$0(OCoLC)fst00541496
650 0 $aBranding (Marketing)
650 0 $aAdvertising.
650 0 $aInternet advertising.
650 0 $aGlobalization$xSocial aspects.
650 6 $aStratégie de marque.
650 6 $aPublicité sur Internet.
650 6 $aMondialisation$xAspect social.
650 7 $abranding.$2aat
650 7 $aBUSINESS & ECONOMICS$xAdvertising & Promotion.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xInternational$xMarketing.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xPublic Relations.$2bisacsh
650 7 $aAdvertising$2fast$0(OCoLC)fst00797511
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aGlobalization$xSocial aspects$2fast$0(OCoLC)fst00943547
650 7 $aInternet advertising$2fast$0(OCoLC)fst00977220
655 4 $aElectronic books.
700 1 $aCrawford, Robert,$d1975-$eeditor.
700 1 $aBrennan, Linda L.,$eeditor.
700 1 $aKhamis, Susie,$eeditor.
776 08 $iPrint version:$tDecoding Coca-Cola.$bFirst Edition.$dNew York : Routledge, 2021$z9781138495449$w(DLC) 2020028926
830 0 $aRoutledge studies in marketing.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio16627356$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS