MTU Library Catalogue

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The ultimate book of business brands : insights from the world's 50 greatest brands / Des Dearlove & Stuart Crainer.

By: Dearlove, Des.
Contributor(s): Crainer, Stuart.
Material type: materialTypeLabelBookPublisher: Dover, N.H. Oxford : Capstone, 1999Description: xxxii, 231p. ; 24 cm.ISBN: 1841120162; 9781841120164.Subject(s): Brand name products | Product management | Business and Management | Business & Management | Business competition | Sales & marketingDDC classification: 658.827 DEA Summary: In a world of mass consumerism and global marketing, brands have become the most powerful competitive weapon of all. This text seeks to show how apparently ordinary products and services are transformed into business legends.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.827 DEA (Browse shelf(Opens below)) 1 Available 38888000454862
Total holds: 0

Enhanced descriptions from Syndetics:

The greatest brands of all capture the hearts, minds and dollars of the whole world. They break out of business and become part of everyday life, inspiring unparalleled loyalty and even affection. But, how do they do it? The Ultimate Book of Business Brands shows how apparently ordinary products and services are transformed into business legends. Des Dearlove and Stuart Crainer tell the inspiring stories behind industry greats like Starbucks, Adidas, Ferrari and Marlboro. You will discover the brand-building secrets of giants like Toyota, Disney, Sony, Guiness and Hoover.

In a world of mass consumerism and global marketing, brands have become the most powerful competitive weapon of all. The Ultimate Book of Business Brands could inspire you to create the next Benetton, Ben and Jerry's or even The Grateful Dead.

Includes index.

Includes bibliographical references and index.

In a world of mass consumerism and global marketing, brands have become the most powerful competitive weapon of all. This text seeks to show how apparently ordinary products and services are transformed into business legends.

Table of contents provided by Syndetics

  • Acknowledgements
  • Introduction
  • American Express
  • Apple
  • Barbie
  • Benetton
  • Budweiser
  • Coca-Cola
  • Disney
  • Federal Express
  • The Gap
  • General Electric
  • Gillette
  • Goodyear
  • Guinness
  • H?Yagen-Dazs
  • Harley-Davidson
  • Harvard Business School
  • Heineken
  • Heinz
  • Hertz Car-Hire
  • Hewlett-Packard
  • Holiday Inn
  • Hoover
  • IBM.Ikea
  • Intel
  • Kellogg's
  • Kodak
  • Lego
  • Levi-Strauss
  • Marlboro
  • Mars
  • McDonald's
  • McKinsey & Co
  • Mercedes-Benz
  • Microsoft
  • Nescaf??.Nike
  • Red Cross
  • Reuters
  • Rolls-Royce
  • Sears, Roebuck
  • Sony
  • Starbucks
  • Swatch
  • Toyota
  • Virgin
  • Wal-Mart
  • Wrigley's
  • Xerox
  • Yamaha
  • Index

Author notes provided by Syndetics

Stuart Crainer (Oxford, U.K.) is a noted business and management writer who contributes regularly to The Financial Times, The (London) Times, the British Airlines in-flight magazine, Across the Board, and other publications. His many books include The Ultimate Business Library, The Ultimate Book of Business Quotations, The Ultimate Book of Business Gurus, Business the Jack Welch Way, and Business the Rupert Murdoch Way.

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