Origination : the geographies of brands and branding /

• Κύριος συγγραφέας: Pike, Andy, 1968- (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex, UK : Wiley Blackwell, 2015.
• Σειρά: RGS-IBG book series.
• Θέματα: Commercial geography.; Branding (Marketing); Brand name products.; Branding (Marketing).; Globalization.; Marketing.; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books.

'Andy Pike has given us a deeply researched and much needed analysis of the ways in which brands and branding are intertwined with space and place. Through a series of revelatory case studies of products and their places of origin, we learn how spatial context matters in the production of brand...

Πίνακας περιεχομένων:

• The Geographies of Brands and Branding
• Origination
• 'Local' Origination... Newcastle Brown Ale
• 'National' Origination... Burberry
• 'Global' Origination... Apple
• Territorial Development.