Accidental branding : how ordinary people build extraordinary brands
著者
書誌事項
Accidental branding : how ordinary people build extraordinary brands
John Wiley & Sons, c2008
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注記
Includes index
内容説明・目次
内容説明
Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental" brands and how their founders beat bigger competitors by breaking the standard rules of marketing. Successful brands like Burt's Bees, J. Peterman, and Clif Bar reveal how doing things differently can lead to big-time success. If you're an entrepreneur or a marketer, this guide will show you how to build stronger brands.
目次
Foreword. Chapter I. What is an Accidental Brand. Chapter II. The Accidental Brand-Builder in You. Chapter III. The Storyteller John Peterman (J. Peterman). Chapter IV. Craig Newmark (Craigslist). Chapter V. Gary Erickson (Clif Bar). Chapter VI. Myrian Zaoui and Eric Malka (The Art of Shaving). Chapter VII. Gert Boyle (Columbia Sportswear). Chapter VIII. Julie Aigner-Clark (Baby Einstein). Chapter IX. Roxanne Quimby (Burt's Bees). Afterword.
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