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Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
Marketing Aesthetics The Strategic Management of Brands Identity and Image
Author: Bernd H. Schmitt, Alex Simonson
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emergin...  more »
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ISBN-13: 9780684826554
ISBN-10: 0684826550
Publication Date: 8/30/1997
Pages: 368
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Publisher: Free Press
Book Type: Hardcover
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