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发表于2024-11-17

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出版者:Palgrave Macmillan

作者:Michel Chevalier

出品人:

页数:288

译者:

出版时间:2004-03-04

价格:USD 53.00

装帧:Hardcover

isbn号码:9781403918253

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图书标签: marketing

Pro Logo 2024 pdf epub mobi 电子书图书描述

The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the management of brand identity. In summary they argue that brands cannot be held responsible for the imperfections and excesses of the worldwide economic and political systems, but that they can be signs of excellence and differentiation and vectors of values which favour multicultural understanding and put people in a position to generate progress.

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