Ultimate Book of Business Brands: Insights from the World's 50 Greatest Brands

ISBN-13: 9781841124391 / Angielski / Miękka / 2002 / 256 str.

Des Dearlove; Stuart Crainer

Opis

The Ultimate Book of Business Brands contains a unique summary of the breakthrough brands that have captured the hearts and minds of people throughout the world. The Ultimate Book of Business Brands shows how apparently ordinary products and services are transformed into business legends. Brands have become one of the most powerful competitive weapons in the business arsenal, and this book will give you the inside track on just how these winning brands have been created and sustained.

Spis treści

Acknowledgements.

Introduction.

American Express.

Apple.

Barbie.

Benetton.

Budweiser.

Coca–Cola.

Disney.

Federal Express.

The Gap.

General Electric.

Gillette.

Goodyear.

Guinness.

Håagen–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.

Nescafé.

Nike .

Red Cross.

Reuters.

Rolls–Royce.

Sears, Roebuck.

Sony.

Starbucks.

Swatch.

Toyota.

Virgin.

Wal–Mart.

Wrigley′s.

Xerox.

Yamaha.

Index.

O autorze

STUART CRAINER is the author of The Management Century. His work appears in The Times and leading business magazines including Across the Board, Strategy and Business and Business 2.0.

DES DEARLOVE is the co–author, with Stephen Coomber, of Architects of the Business Revolution. He is a former commissioning editor of The Times, and remains a frequent contributor to the newspaper. His work appears in business publications worldwide including Across the Board, Chief Executive Magazine and Strategy & Business.
Stuart Crainer and Des Dearlove are the founders of the business content, concepts and consulting firm, Suntop Media. Their book credits include the international bestseller The Financial Times Handbook of Management, Gravy Training and the Career Adventurer′s Fieldbook (co–authored with Stephen Coomber).

Blurb

Featuring:

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