Gunelius, Susan
Building Brand Value the Playboy Way
Part I. Reinventing an Industry—The Years up to 1959
1. The Brand Dream
Susan Gunelius
2. A Brand is Born
Susan Gunelius
3. Nurturing a Brand
Susan Gunelius
4. The First Brand Extensions
Susan Gunelius
Part II. A Brand Rises Despite the Naysayers—The 1960s
5. Growth Explosion
Susan Gunelius
6. Defending the Brand
Susan Gunelius
7. Living the Brand
Susan Gunelius
Part III. A Brand Goes Global—The 1970s
8. The Brand Seen and Protested Around the World
Susan Gunelius
9. A Brand Peaks
Susan Gunelius
10. A Brand Sees the Error of its Ways and Tries to Give Back
Susan Gunelius
Part IV. A Brand in Decline—The 1980s
11. A Changing World
Susan Gunelius
12. A Changing of the Guard
Susan Gunelius
13. A Change of Course
Susan Gunelius
Part V. Reinventing a Brand—The 1990s
14. A New Focus
Susan Gunelius
15. New Brand Extensions
Susan Gunelius
16. The Brand Champion Returns to the Spotlight
Susan Gunelius
Part VI. A Brand Rises Back to the Top—The 2000s and the Future
17. A Brand for a New Generation
Susan Gunelius
18. A Relationship Brand History in Review
Susan Gunelius
19. The Future of the Playboy Brand
Susan Gunelius
Nyckelord: Business and Management, Marketing, International Business, International Economics, Management
- Författare
- Gunelius, Susan
- Utgivare
- Springer
- Utgivningsår
- 2009
- Språk
- en
- Utgåva
- 1
- Sidantal
- 208 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9780230239586
- Tryckt ISBN
- 978-1-349-36755-9