Описание: Ignoring conventional marketing wisdom has enabled many startups to develop into international corporations. Drawing on case studies from iconic brands Coca-Cola, General Motors and Google, amongst others, this book shows how counter-intuitive strategies used by the biggest brands can also best serve small and mid-sized companies.
Grand strategy is one of the most widely used and abused concepts in the foreign policy lexicon. In this important book, Hal Brands explains why grand strategy is a concept that is so alluring—and so elusive—to those who make American statecraft. He explores what grand strategy is, why it is so essential, and why it is so hard to get right amid the turbulence of global affairs and the chaos of domestic politics. At a time when "grand strategy" is very much in vogue, Brands critically appraises just how feasible that endeavor really is.
Brands takes a historical approach to this subject, examining how four presidential administrations, from that of Harry S. Truman to that of George W. Bush, sought to "do" grand strategy at key inflection points in the history of modern U.S. foreign policy. As examples ranging from the early Cold War to the Reagan years to the War on Terror demonstrate, grand strategy can be an immensely rewarding undertaking—but also one that is full of potential pitfalls on the long road between conception and implementation. Brands concludes by offering valuable suggestions for how American leaders might approach the challenges of grand strategy in the years to come.
Автор: Lury, C. Название: Brands ISBN: 0415251826 ISBN-13(EAN): 9780415251822 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Celia Lury considers the interrelated dimensions of the brand: as a creator of space, time and community, as a form of intellectual property and as an increasingly important medium of exchange in a global economy.
Автор: Kapferer Jean-Noel Название: Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare ISBN: 074947436X ISBN-13(EAN): 9780749474362 Издательство: Неизвестно Рейтинг: Цена: 7390.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.
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