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Pro Logo
Mazzalovo, Gerald; Chevalier, Michel
€ 63.62
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Description for Pro Logo
Hardback. Num Pages: 336 pages, biography. BIC Classification: KJS. Category: (G) General (US: Trade); (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 229 x 152 x 19. Weight in Grams: 632.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2003
Publisher
Palgrave USA United States
Number of pages
336
Condition
New
Number of Pages
322
Place of Publication
Gordonsville, United States
ISBN
9781403918253
SKU
V9781403918253
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Mazzalovo, Gerald; Chevalier, Michel
MICHEL CHEVALIER is a Partner at Executive Interim Management. He has previously worked for the Boston Consulting Group, has been CEO of Paco Rabanne, Executive Vice-President of BlueBell Asia in Tokyo and Hong Kong and CEO of Revillon. He has taught at leading business schools, including INSEAD, CEDEP, ESSEC and HEC and is currently Professor at the Institut Superieur du ... Read more
Reviews for Pro Logo
'Cheeky title, cheeky jacket. If this does half as well as you know what, it'll be a winner.' - Keith Clack, The Bookseller