Ingredient branding :
| Type de document | Site actuel | Cote | Statut | Date de retour prévue | Code à barres | Réservations |
|---|---|---|---|---|---|---|
| Livre | La bibliothèque des Sciences Juridiques, Economiques et de Gestion | 658.827 KOT (Parcourir l'étagère) | Disponible | 0000000018614 |
Survol La bibliothèque des Sciences Juridiques, Economiques et de Gestion Étagères Fermer l'étagère
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| 658.827 BRE Les marques de distributeurs | 658.827 DER Celebrity Marketing : Manipulation pour fascination / | 658.827 GRF Défendre sa marque | 658.827 KOT Ingredient branding : | 658.827 MIC Au coeur de la marque | 658.827 TER Audit de marque | 658.830 151 ROS Bayesian statistics and marketing |
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.


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