Brand Society

How Brands Transform Management and Lifestyle
1. Auflage 2011
ISBN: 978-0-521-89826-3
Verlag: Cambridge University Press

Buch, Englisch, 328 Seiten, Format (B × H): 183 mm x 260 mm, Gewicht: 817 g

Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.

Autoren/Hrsg.

Kornberger, Martin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Wirtschaftstheorie, Wirtschaftsphilosophie
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Freizeitsoziologie, Konsumsoziologie, Alltagssoziologie, Populärkultur
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword
Acknowledgements
Part I. Brands and Branding: 1. Introduction
2. Making sense of brands
3. The making of brands
Part II. How Brands Transform Management: 4. Identity
5. Culture
6. Innovation
Part III. How Brands Transform Lifestyle: 7. Politics
8. Ethics
9. Aesthetics
Conclusion
Bibliography
Index.

Über Autor(innen)

Kornberger, Martin
Martin Kornberger holds a joint appointment as Associate Professor in the School of Management and the School of Design at the University of Technology, Sydney. He is also a visiting lecturer in marketing at the University of St Andrews and co-founder of the branding agency PLAY, where he was co-director from 2003 until 2008. He is co-author, with Stewart Clegg and Tyrone Pitsis, of the management textbook Managing and Organizations (2nd edition, 2008).