Cultural Strategy: Using Innovative Ideologies to Build Breakthrough BrandsDe (autor) Douglas Holt, Douglas Cameron
en Limba Engleză Paperback – 23 Aug 2012
- How entrepreneurs can identify new market opportunities that big companies miss
- How underfunded challengers can win against category Goliaths
- How technology businesses can avoid commoditization
- How social entrepreneurs can develop businesses that appeal to more than just fellow activists
- How subcultural brands can break out of the 'cultural chasm' to mass market success
- How global brands can pursue cross-cultural strategies to succeed in local markets
- How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the intuitive side of market innovation into a systematic strategic discipline.
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|Paperback (1)||161.21 lei Economic 17-21 zile||+12.20 lei 7-9 zile|
|Oxford University Press – 23 Aug 2012||161.21 lei Economic 17-21 zile||+12.20 lei 7-9 zile|
|Hardback (1)||304.41 lei Economic 38-42 zile||+114.07 lei 17-25 zile|
|Oxford University Press – 28 Oct 2010||304.41 lei Economic 38-42 zile||+114.07 lei 17-25 zile|
Review from previous edition May well be one of the most important books on advertising and branding in the past ten years.
Douglas Holt was Professor of Marketing at both the Harvard Business School and the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm that provides brand strategy and innovation solutions using the cultural strategy framework. He is a leading expert on brand strategy, having established cultural branding as an important new strategy tool in his best-selling book How Brands Become Icons: The Principles of Cultural Branding.He has developed cultural strategies for a wide range of brands, includingCoca-Cola, Microsoft, Ben & Jerry's, Sprite, Jack Daniel's, MINI, MasterCard, Fat Tire beer, Qdoba, Georgia Coffee, Planet Green, and Mike's Hard Lemonade, along with a number of non-profit organizations. He holds degrees from Stanford, the University of Chicago, and Northwestern, and is the editor of the Journal of Consumer Culture. He has been invited to give talks at universities and management seminars worldwide, including the Global Economic Forum in DavosDouglas Cameron is Co-Founder and Chief Strategy Officer for Amalgamated, an influential non-traditional advertising agency known for developing content across multiple media platforms. He has developed brand strategies and campaign ideas for a wide range of clients, including Ben & Jerry's, Clearblue, Coca-Cola, Fat Tire beer, FOX Sports, Freelancers Union, Fuse Music Television, Mike's Hard Lemonade, Sprite, and Svedka vodka. He began his career at Cliff Freeman & Partners, the mostlauded creative shop of its time. He entered the world of marketing inadvertently: travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle. Ogilvy insisted he take up advertising. He graduated from Dartmouth College, where he received the English department's topgraduating honour.