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TitleBrandstorm : surviving and thriving in the new consumer- led marketplace
Author Liz Nickles, with Savita Iyer
Imprint New York : Palgrave Macmillan, 2012
Edition 1st ed
Descript xii, 243 p. ; 25 cm


Introduction: The boss is back -- The brandzilla effect -- Brave new brand world -- Once upon a time: selling versus storytelling -- If bieber was a burger -- "Oh this is going to be addictive" -- Bury me branded -- A tale of three kings -- From boaters to bloggers -- Diamond dust: luxury goes digital -- The virtual gold rush -- Brand alchemy: turning lead into gold -- Raised by wolves, pecked to death by goslings -- Raising lazarus: the dead live again -- Regulatiry musical chairs: when the music stops -- On the way to-What? -- The yellow brick road

Branding (Marketing) Product management

Communication Arts Library658.827 N632B 2012CHECK SHELVES

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