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How Coca-Cola Took Over the World: And 100 More Amazing Stories About the World's Greatest Brands
作者 Giles Lury
出版社 Lid Publishing
ISBN 9781911498254
分類 Business & Finance > Marketing & Sales
價格 HK$208.00
 
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A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world s greatest brands, including Tiffany s, Mercedes, Apple, Pinterest, Chanel No. 5, Corona, Brewdog, Spanx, LG, KFC, WWF, Guinness World Records and Coca-Cola. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation, and repositioning and renovation. For each story, the author has drawn a moral a marketing principle that can be applied to many brand and marketing challenges facing businesses today. When pulled together as they are by the author in the final chapter, they provide the reader with a compelling and inspirational toolbox.


About the Author:

Giles Lury is a Director at The Value Engineers, a leading strategic brand consultancy. He is the author of the international bestselling, The Prisoner and the Penguin.




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