Cultural strategy : using innovative ideologies to build breakthrough brands / Douglas Holt and Douglas Cameron.
نوع المادة : نصالناشر:Oxford : Oxford University Press, [2010]تاريخ حقوق النشر: ©2010وصف:xv, 387 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9780199587407
- 019958740X
- 9780199655854
- 0199655855
- HF5415.1255 .H65 2010
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1255 .H65 2010 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010011108192 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1255 .H65 2010 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010011108193 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1255 .H65 2010 (إستعراض الرف(يفتح أدناه)) | C.3 | المتاح | 30010011108194 |
Includes bibliographical references and index.
Rethinking blue oceans -- Cultural innovation theory. Nike : reinventing the American dream -- Jack Daniel's mythologizing the company to revive frontier masculinity -- Ben and Jerry's : provoking ideological flashpoints to launch a sustainable business myth -- Starbucks : trickling down new cultural capital codes -- Patagonia : how social enterprises cross the cultural chasm -- Vitaminwater : creating a 'better mousetrap" with myth -- Marlboro : the power of cultural codes -- Cultural Innovation theory -- Applying the cultural strategy model. Clearblue pregnancy tests : branding a new technology -- Fat Tire Beer : crossing the cultural chasm -- Fuse music television : challenging incumbents with cultural Jujitsu -- Freelancers union : branding a social innovation -- Organizing for cultural innovation. The brand bureaucracy and the rise of sciency marketing -- The cultural studio forms underground : Levi's 501s in Europe -- The cultural studio forms above ground : ESPN.
'Cultural Strategy' provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs.