基本信息·出版社：Kogan Page Ltd ·页码：192 页 ·出版日期：2007年07月 ·ISBN：0749450002 ·条形码：9780749450007 ·装帧：平装 ·正文语种：英语 ...
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Philosophy of Branding: Great Philosophers Think Brands |
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Philosophy of Branding: Great Philosophers Think Brands |
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基本信息·出版社：Kogan Page Ltd
·页码：192 页
·出版日期：2007年07月
·ISBN：0749450002
·条形码：9780749450007
·装帧：平装
·正文语种：英语
·外文书名：品牌哲学: 跟16位哲学大师借脑
内容简介 In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of 16 of the world’s greatest Western thinkers, including Plato, Aristotle, Descartes, Hume, Kant and Nietzsche, to reveal what they might say about branding if they were alive today.
Filled with contemporary examples, pragmatic insights, and summaries of each philosopher's "top tips,” this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.
作者简介 Thom Braun is Director of Unilever's global Marketing Academy as well as being an ordained priest in the church of England and a successful author. For 25 years, Thom has successfully interwoven his 'careers' as a branding expert, academic. Writer and clergyman into a unique blend of skills and experiences. His marketing and branding credentials come from time spent as a consultant and 21 years working with Unilever, where he plays a key role in the company's global marketing operation. Braun has published several other books.
媒体推荐 "Humorous, well-argued and heartfelt call to action for marketers, brand managers and communications specialists." Marketing "Entertaining, intellectual, fun and useful. A new way of looking at, and asking questions about, the key elements in branding." MRS Research "Philosophy of Branding is refreshingly witty and original." Commerce and Industry "Will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking." European Foundation for Management Development "Refreshingly witty." BrandRepublic.co.uk "Uses philosophy to draw out a series of fundamental principles for the development and management of brands." Journal of Economic Literature "The book is filled with pragmatic insights, summaries and Braun's 'top tips' from the philosophers." Professional Manager "In fact The Philosophy of Branding makes for a playful, informative and thought provoking read." Brand Strategy "Within minutes I was captivated by a witty, relaxed narrative, easy on the mind and impossible to put down." Media Week "There are some really challenging thoughts on some fundamental marketing realities here, and the book doubles as a pretty good "bluffer's guide" to philosophy as well." Argent Journal of Financial Services Forum "A working familiarity with at least some philosophical ideas makes good sense for successful brand management, because ultimately brand management is the management of meaning" Reference Reviews, Volume 21(8) Emerald
编辑推荐 “Humorous, well-argued and heartfelt call to action for marketers, brand managers and communications specialists.”
Marketing
“Entertaining, intellectual, fun and useful. A new way of looking at, and asking questions about, the key elements in branding.”
MRS Research
“Philosophy of Branding is refreshingly witty and original.”
Commerce and Industry
“Will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.”
European Foundation for Management Development
“Refreshingly witty.”
BrandRepublic.co.uk
“Uses philosophy to draw out a series of fundamental principles for the development and management of brands.”
Journal of Economic Literature
“The book is filled with pragmatic insights, summaries and Braun’s ‘top tips’ from the philosophers.”
Professional Manager
“In fact The Philosophy of Branding makes for a playful, informative and thought provoking read.”
Brand Strategy
“Within minutes I was captivated by a witty, relaxed narrative, easy on the mind and impossible to put down.”
Media Week
“There are some really challenging thoughts on some fundamental marketing realities here, and the book doubles as a pretty good “bluffer’s guide” to philosophy as well.”
Argent Journal of Financial Services Forum
"A working familiarity with at least some philosophical ideas makes good sense for successful brand management, because ultimately brand management is the management of meaning"
Reference Reviews, Volume 21(8) Emerald
