Pro Logo: Brands as a Factor of Progress - Tapa blanda

Mazzalovo, G.; Chevalier, M.

 
9781349514113: Pro Logo: Brands as a Factor of Progress
Tapa blanda
ISBN 10: 134951411X ISBN 13: 9781349514113
Editorial: Palgrave Macmillan, 2004

Sinopsis

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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Acerca del autor

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 Marketing du Luxe and at ESSEC, France.

GÉRALD MAZZALOVO is consulting and teaching brand management. He is currently President of the CLERGERIE group. He has been CEO at Ferragamo (USA), has worked for Arthur Andersen in Milan and been President at Loewe and Bally. He teaches at ESSEC, France on their MBA in Luxury Brand Management.

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Editorial
Palgrave Macmillan
Año de publicación
2004
Idioma
Inglés
ISBN 10 
134951411X
ISBN 13 
9781349514113
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
336
Contacto del fabricante
Springer Nature Customer Service Center GmbH
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Heidelberg
69115
Alemania

Otras ediciones populares con el mismo título

9781403918253: Pro Logo: Brands as a Factor of Progress

Edición Destacada

ISBN 10:  1403918252 ISBN 13:  9781403918253
Editorial: AIAA, 2004
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