The 22 Immutable Laws of Branding品牌塑造的22条不二定律
分类: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Al Ries，Laura Ries 著
出 版 社： 音像供货
出版时间： 2002-9-1字数：版次： 1页数： 255印刷时间：开本： 16开印次： 1纸张：I S B N ： 9780060007737包装： 平装编辑推荐
作者简介：
AL RIES is one of the world's best-known marketing strategists.
内容简介
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler --This text refers to an out of print or unavailable edition of this title.
目录
Introduction
The22 Immutable Laws of Branding
1 The Law of Expansion
2 The Law of Contraction
3 The Law of Publicity
4 The Law of Advertising
5 The Law of the Word
6 The Law of Credentials
7 The Law of Quality
8 The Law of the Category
9 The Law of the Name
10 The Law of Extensions
11 The Law of Fellowship
12 The Law of the Generic
13 The Law of the Company
14 The Law of Subbrands
15 The Law of Siblings
16 The Law of Shape
17 The Law of Color
18 The Law of Borders
19 The Law of Consistency
20 The Law of Change
21 The Law of Mortality
22 The Law of Singularity
The 11 Immutable Laws of Internet Branding
1 The Law of Either/Or
2 The Law of Interactivity
3 The Law of the Common Name
4 The Law of the Proper Name
5 The Law of Singularity
6 The Law of Internet Advertising
7 The Law of Globalism
8 The Law of Time
9 The Law of Vanity
10 The Law of Divergence
11 The Law of Transformation
Index
