TY  - BOOK
AU  - Wertime,Kent
TI  - Building brands & believers: how to connect with consumers using archetypes 
SN  - 0470820675
AV  - HF5415.3 W474 2002
U1  - 658.80019 21
PY  - 2002///]
CY  - Singapore, Hoboken, NJ
PB  - Wiley
KW  - Brand choice
KW  - Marketing
KW  - Psychological aspects
KW  - Consumer behavior
KW  - Archetype (Psychology)
N1  - 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
ER  -