Accidental Branding: How Ordinary People Build Extraordinary Brands

图书标准信息

• 作者 David Vinjamuri 著
• 出版社 Wiley
• 出版时间 2008-03
• 版次 1
• ISBN 9780470165065
• 定价 273.50元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 224页
• 正文语种 英语

【内容简介】

Everyyear,thousandsofnewbusinessarestartedbypeoplewithnoknowledgeofmodernmarketingatall?andsomeofthemsurviveandthrive.AccidentalBrandingtellsthestoryofseven"accidental"brandsandhowtheirfoundersbeatbiggercompetitorsbybreakingthestandardrulesofmarketing.SuccessfulbrandslikeBurt′sBees,J.Peterman,andClifBarrevealhowdoingthingsdifferentlycanleadtobig–timesuccess.Ifyou′reanentrepreneuroramarketer,thisguidewillshowyouhowtobuildstrongerbrands.

【作者简介】

DavidVinjamuriteachesmarketingatNewYorkUniversityandisfounderandPresidentofThirdWayBrandTrainers,amarketingtrainingcompanywhoseclientsincludeAmericanExpress,StarwoodHotels&Resorts,andotherleadingconsumerbrands.DavidisaformerbrandmanageratJohnson&JohnsonandCoca-Cola.Formoreinformation,visitwww.accidentalbranding.com.

【目录】

Foreword.ChapterI.WhatisanAccidentalBrand.ChapterII.TheAccidentalBrand-BuilderinYou.ChapterIII.TheStorytellerJohnPeterman(J.Peterman).ChapterIV.CraigNewmark(Craigslist).ChapterV.GaryErickson(ClifBar).ChapterVI.MyrianZaouiandEricMalka(TheArtofShaving).ChapterVII.GertBoyle(ColumbiaSportswear).ChapterVIII.JulieAigner-Clark(BabyEinstein).ChapterIX.RoxanneQuimby(Burt'sBees).Afterword.