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Building Brands & Believers: How to Connect with Consumers Using Archetypes (英语) 精装 – 2003年1月14日

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精装, 2003年1月14日
 

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基本信息

  • 出版社: Wiley; 1 (2003年1月14日)
  • 外文书名: 建立商标与信仰者:如何用原型与消费者沟通
  • 精装: 250页
  • 语种: 英语
  • ISBN: 0470820675
  • 条形码: 9780470820674
  • 商品尺寸: 16.4 x 2.6 x 24.2 cm
  • 商品重量: 608 g
  • ASIN: 0470820675
  • 用户评分: 分享我的评价
  • 亚马逊热销商品排名: 图书商品里排第3,293,099名 (查看图书商品销售排行榜)
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商品描述

作者简介

Kent Wertime is a veteran of the international advertising and communications industry. His career to date has included executive positions in New York, Hong Kong, Bangkok, and Singapore. Kent has worked with dozens of blue-chip multinational clients, covering a wide range of product categories. He is also an experienced writer and lecturer whose articles and professional commentary appear frequently in the Asian press, including the Asian Wall Street Journal, Media, CNN, and CNBC. Currently, Kent is the CEO of OgilvyInteractive Asia, the Interactive division of the Ogilvy & Mather Group. He resides in Bangkok with his wife and son. He can be reached at Kent.wertime@ogilvy.com.

目录

Acknowledgments.

Introduction.

SECTION I - The Image Market.

Chapter 1. The Image Economy.

Chapter 2. The Growth Engine.

Chapter 3. Hitting the Image Wall.

Chapter 4. The Persuasion Process.

SECTION II - The Mythic Connection.

Chapter 5. Archetypes: The Source Code.

Chapter 6. Making Modern Mythology.

SECTION III - Mythic Profiles.

Chapter 7. Mythic Profile: The Ultimate Strength.

Chapter 8. Mythic Profile: The Siren.

Chapter 9. Mythic Profile: The Hero.

Chapter 10. Mythic Profile: The Anti-Hero.

Chapter 11. Mythic Profile: The Creator.

Chapter 12. Mythic Profile: The Change Master.

Chapter 13. Mythic Profile: The Powerbroker.

Chapter 14. Mythic Profile: The Wise Old Man.

Chapter 15. Mythic Profile: The Loyalist.

Chapter 16. Mythic Profile: The Mother of Goodness.

Chapter 17. Mythic Profile: The Little Trickster.

Chapter 18. Mythic Profile: The Enigma.

Chapter 19. Mythic Figures in Combination and in Local Cultures.

SECTION IV - Harnessing Archetypes.

Chapter 20. Managing the Intangible.

Chapter 21. Improving Consumer Connections.

Endnotes.

References.

Index.


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