Building brands & believers : how to connect with consumers using archetypes / Kent Wertime.
Material type: TextPublisher: Singapore ; Hoboken, NJ : Wiley, [2002]Copyright date: ©2002Description: xvi, 267 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0470820675
- 9780470820674
- Building brands and believers [Cover title]
- 658.80019 21
- HF5415.3 W474 2002
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.80019 WER (Browse shelf(Opens below)) | 1 | Available | A259148B |
Includes bibliographical references (pages 255-258) and index.
Acknowledgments -- Introduction -- Sect. I. The Image Market -- Ch. 1. The Image Economy -- Ch. 2. The Growth Engine -- Ch. 3. Hitting the Image Wall -- Ch. 4. The Persuasion Process -- Sect. II. The Mythic Connection -- Ch. 5. Archetypes: The Source Code -- Ch. 6. Making Modern Mythology -- Sect. III. Mythic Profiles -- Ch. 7. Mythic Profile: The Ultimate Strength -- Ch. 8. Mythic Profile: The Siren -- Ch. 9. Mythic Profile: The Hero -- Ch. 10. Mythic Profile: The Anti-Hero -- Ch. 11. Mythic Profile: The Creator -- Ch. 12. Mythic Profile: The Change Master -- Ch. 13. Mythic Profile: The Powerbroker -- Ch. 14. Mythic Profile: The Wise Old Man -- Ch. 15. Mythic Profile: The Loyalist -- Ch. 16. Mythic Profile: The Mother of Goodness -- Ch. 17. Mythic Profile: The Little Trickster -- Ch. 18. Mythic Profile: The Enigma -- Ch. 19. Mythic Figures in Combination and in Local Cultures -- Sect. IV. Harnessing Archetypes -- Ch. 20. Managing the Intangible -- Ch. 21. Improving Consumer Connections -- Endnotes -- References -- Index.
Machine converted from AACR2 source record.
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