Pro Logo

Michel Chevalier and Gérald Mazzalovo

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2004
ISBN: 978-0-230-50889-7
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Chapters in this book:

Introduction

Michel Chevalier and Gérald Mazzalovo

What is a brand?

Michel Chevalier and Gérald Mazzalovo

Anti-brand communication

Michel Chevalier and Gérald Mazzalovo

From value to progress

Michel Chevalier and Gérald Mazzalovo

Brand identity

Michel Chevalier and Gérald Mazzalovo

The brand life cycle and the global dimension

Michel Chevalier and Gérald Mazzalovo

The brand audit

Michel Chevalier and Gérald Mazzalovo

Consumers’ behavior

Michel Chevalier and Gérald Mazzalovo

Consumers’ power

Michel Chevalier and Gérald Mazzalovo

Structured consumer action

Michel Chevalier and Gérald Mazzalovo

Brands and globalization

Michel Chevalier and Gérald Mazzalovo

Postscript

Michel Chevalier and Gérald Mazzalovo

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-0-230-50889-7

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230508897

DOI: 10.1057/9780230508897

Access Statistics for this book

More books in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().