Overview
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Table of contents (12 chapters)
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Introduction
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The World of Brands
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Brand Management
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The Role of the Consumer
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Conclusion
Keywords
About this book
Reviews
'Cheeky title, cheeky jacket. If this does half as well as you know what, it'll be a winner.' - Keith Clack, The Bookseller
About the authors
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.
Bibliographic Information
Book Title: Pro Logo
Book Subtitle: Brands as a Factor of Progress
Authors: Michel Chevalier, Gérald Mazzalovo
DOI: https://doi.org/10.1057/9780230508897
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2004
Hardcover ISBN: 978-1-4039-1825-3Published: 10 October 2003
Softcover ISBN: 978-1-349-51411-3Published: 01 January 2004
eBook ISBN: 978-0-230-50889-7Published: 10 October 2003
Edition Number: 1
Number of Pages: XIV, 322
Topics: Marketing, Accounting/Auditing, Management, Finance, general