Hero and the outlaw: building extraordinary brands through the power of archetypes, the
Auteur :
Mark, Margaret / Pearson, Carol
Éditeur :
McGraw-Hill Education - Europe
ISBN :
9780071364157
Date de publication :
16 févr. 2001
Dimensions :
23,4 x 15,8 x 3,3 cm
Poids :
633 g
Langue :
Anglais
Pays d'origine :
USA
Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.