Item Details

Print View

Brands: The New Wealth Creators

edited by Susannah Hart and John M. Murphy
Format
Book
Published
New York : New York University Press, 1998.
Language
English
ISBN
0814755992
Contents
  • What is branding? / John Murphy
  • The history of branding / Adrian Room
  • New brand development / Pamela Robertson
  • Developing new brand names / Susannah Hart
  • Brand packaging / Chris Lightfoot and Richard Gerstman
  • Researching brands / Katriona Campbell
  • Branding the corporation / Simon Mottram
  • Brands as intellectual property / Janet Fogg
  • Commercial counterfeiting / Vincent Carratu
  • Brands as financial assets / Alex Batchelor
  • Brand licensing / Raymond Perrier
  • Brand franchising / Andrew Taylor
  • International branding / William G. Tragos
  • Branding in the European Union / John Murray
  • Managing retail brands / Michael Jary and Andrew Wileman
  • Commodity branding / Joe Pope, David Cullwick, and Jo Kennelly
  • Branding in the pharmaceutical industry / Andy Milligan
  • Brand revitalisation and extension / David Andrew
  • Managing the brand / Andrew Seth
  • The future for brands / Susannah Hart.
Description
xvi, 224 p. : ill. (some col.) ; 24 cm.
Notes
Includes bibliographical references and index.
Technical Details
  • Access in Virgo Classic
  • Staff View

    LEADER 02103cam a2200385 a 4500
    001 u3377403
    003 SIRSI
    008 970729s1998 nyua b 001 0 eng
    010
      
      
    a| 97030920
    020
      
      
    a| 0814755992
    035
      
      
    a| (Sirsi) b3529162
    035
      
      
    a| b3529162
    035
      
      
    a| (OCoLC)37426325
    040
      
      
    a| DLC c| DLC d| PMC
    043
      
      
    a| n-us---
    049
      
      
    a| VALL
    050
    0
    0
    a| HD69.B7 b| B736 1998
    082
    0
    0
    a| 658.8/27 2| 21
    245
    0
    0
    a| Brands : b| the new wealth creators / c| edited by Susannah Hart and John M. Murphy.
    260
      
      
    a| New York : b| New York University Press, c| 1998.
    300
      
      
    a| xvi, 224 p. : b| ill. (some col.) ; c| 24 cm.
    504
      
      
    a| Includes bibliographical references and index.
    505
    0
      
    a| What is branding? / John Murphy -- The history of branding / Adrian Room -- New brand development / Pamela Robertson -- Developing new brand names / Susannah Hart -- Brand packaging / Chris Lightfoot and Richard Gerstman -- Researching brands / Katriona Campbell -- Branding the corporation / Simon Mottram -- Brands as intellectual property / Janet Fogg -- Commercial counterfeiting / Vincent Carratu -- Brands as financial assets / Alex Batchelor -- Brand licensing / Raymond Perrier -- Brand franchising / Andrew Taylor -- International branding / William G. Tragos -- Branding in the European Union / John Murray -- Managing retail brands / Michael Jary and Andrew Wileman -- Commodity branding / Joe Pope, David Cullwick, and Jo Kennelly -- Branding in the pharmaceutical industry / Andy Milligan -- Brand revitalisation and extension / David Andrew -- Managing the brand / Andrew Seth -- The future for brands / Susannah Hart.
    596
      
      
    a| 17
    650
      
    0
    a| Brand name products z| United States.
    700
    1
      
    a| Hart, Susannah.
    700
    1
      
    a| Murphy, John M., d| 1944-
    941
      
      
    a| 12-04-98 b| 02-15-99 c| 2
    948
      
      
    a| 12/04/98 b| 02/15/99 c| 02/15/99
    999
      
      
    a| HD69 .B7 B736 1998 w| LC i| 35007002860819 l| STACKS m| LAW t| BOOK
▾See more
▴See less

Availability

Google Preview

Google Books Preview
Library Location Map Availability Call Number
Law Stacks Map Available