书目详细信息
： The power of brand ownership :
书目信息 机读格式(MARC)
| ISBN： | 9781009538381 |
|---|---|
| ISBN： | 1009538381 |
| ISBN： | 9781009538404 |
| ISBN： | 1009538403 |
| 编目源： | DLC DLC OCLCO YDX IG# UKOBU YDX OCLCL |
| 个人名称： | Johnson, Miriam J., |
| 题名： | The power of brand ownership : marketing in the cultural landscape / Miriam J. Johnson, Oxford Brookes University. |
| 索书号： | F014.5/J71E |
| 出版发行项： | Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2025. |
| 载体形态： | vii, 271 pages ; 23 cm |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | Introduction -- What We Mean When We Talk About the Cultural Landscape -- Using Brands as Landmarks for Mapping the Cultural Landscape -- Brand Capital, Perspective, and Power -- The Role of Gender -- Case Study 1, Gender: Virgin Atlantic and Bud Light -- The Importance of Authenticity -- Brand Activism as Power Dynamic -- Case Study 2, Activism: Kate Spade Change Please -- Ownership as Power -- The Transience of Power in the Cultural Landscape -- Case Study 3, Shifting Power: Skype, Burberry, and Old Spice -- TLDR: The Application to Industry. |