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Brand Mascots
- And Other Marketing Animals
Engelsk
Bogcover for Brand Mascots af , 9781138825079
Specifikationer
Sprog:
Engelsk
Sider:
320
ISBN-13:
9781138825079
Indbinding:
Paperback
ISBN-10:
1138825077
Kategori:
Udg. Dato:
29 jul 2015
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
29 jul 2015

Brand Mascots

- And Other Marketing Animals
Engelsk
Paperback 2015
Format:

Bog beskrivelse

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on.

Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective.

Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

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Specifikationer
Sprog:
Engelsk
Sider:
320
ISBN-13:
9781138825079
Indbinding:
Paperback
ISBN-10:
1138825077
Kategori:
Udg. Dato:
29 jul 2015
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
29 jul 2015
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