Déjà client ? Identifiez-vous

Nouveau client ?

CRÉER VOTRE COMPTE
Votre panier contient 0 article
0,00 €
Brands

Librairie Eyrolles - Paris 5e
Indisponible

Brands

Brands

Meaning and Value in Media Culture

168 pages, parution le 21/12/2005

Résumé

Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.

When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy, the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on:

  • Consumption
  • Marketing
  • Brand Management
  • Online Branding
  • The Brand as Informational Capital

Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.

L'auteur Adam Arvidsson

Adam Arvidsson is Assistant Professor in the Department of Film and Media Studies, at the University of Copenhagan. His research examines the economic role of brands within the contemporary information economy.

Sommaire

  • Introduction
  • Consumption
  • Marketing
  • Brand Management
  • Online Branding
  • The Brand as Informational Capital
  • Bibliography
Voir tout
Replier

Caractéristiques techniques du livre "Brands"

  PAPIER
Éditeur(s) Routledge
Auteur(s) Adam Arvidsson
Parution 21/12/2005
Nb. de pages 168
Format 15,5 x 23,5
Couverture Broché
Poids 274g
Intérieur Noir et Blanc
EAN13 9780415347167
ISBN13 978-0-415-34716-7
Sélection de Noël

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine (1)

Paiement en ligne SÉCURISÉ

Livraison dans le monde

Retour sous 15 jours

+ de 700 000 livres disponibles

satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients 0 321 79 56 75 sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925