Giles Lury is a Director of leading brand consultancy The Value Engineers and leading author on marketing. He has worked in advertising, market research, packaging design, corporate identity and brand consultancy. His specialist subjects are brand positioning, brand architecture, and innovation. During his career, he has won two IPA Advertising Effectiveness Awards and a gold award at the AMSO Research Effectiveness Awards. He is a regular contributor to the marketing press, and he blogs for The Marketing Society.
Inhaltsangabe
Section 00: Introduction; Section 01: The siren call of simplicity; Section 02: A new brandscape; Section 03: An abdication of responsibility; Section 04: Proposition and positioning, marketing and branding; Section 05: The need to manage multiplicity; Section 06: A framework for managing multiplicity; Section 07: The 3Ps of brand philosophy: Purpose, principles and personality; Section 08: Going to market: Brand propositions; Section 09: A new marketing mindset; Section 10: Keeping it as simple as possible. but not any simpler; Section 11: What's next?;
Section 00: Introduction; Section 01: The siren call of simplicity; Section 02: A new brandscape; Section 03: An abdication of responsibility; Section 04: Proposition and positioning, marketing and branding; Section 05: The need to manage multiplicity; Section 06: A framework for managing multiplicity; Section 07: The 3Ps of brand philosophy: Purpose, principles and personality; Section 08: Going to market: Brand propositions; Section 09: A new marketing mindset; Section 10: Keeping it as simple as possible. but not any simpler; Section 11: What's next?;
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