000 | 04039cam a2200433 i 4500 | ||
---|---|---|---|
005 | 20221101185828.0 | ||
008 | 001204s2001 nyua b 001 0 eng d | ||
010 | _a 2001274378 | ||
011 | _aBIB MATCHES WORLDCAT | ||
020 |
_a0071364153 _qacid-free paper |
||
020 |
_a9780071364157 _qacid-free paper |
||
035 | _a(OCoLC)46282855 | ||
040 |
_aORX _beng _erda _cORX _dDLC _dUKM _dBAKER _dNLGGC _dBTCTA _dYDXCP _dCAAIC _dOCLCG _dOCLCQ _dATU |
||
042 | _alccopycat | ||
050 | 0 | 0 |
_aHF5415.15 _b.M334 2001 |
082 | 0 | 0 |
_a658.827 _221 |
100 | 1 |
_aMark, Margaret, _eauthor. _91038640 |
|
245 | 1 | 4 |
_aThe hero and the outlaw : _bbuilding extraordinary brands through the power of archetypes / _cMargaret Mark and Carol S. Pearson. |
264 | 1 |
_aNew York : _bMcGraw-Hill, _c[2001] |
|
264 | 4 | _c©2001 | |
300 |
_axii, 384 pages : _billustrations ; _c24 cm |
||
336 |
_atext _btxt _2rdacontent |
||
337 |
_aunmediated _bn _2rdamedia |
||
338 |
_avolume _bnc _2rdacarrier |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_tForeword -- _tAcknowledgments -- _gPart I. _tPrimal Assets: A System for the Management of Meaning -- _gChapter 1. _tThe First System--Ever--for the Management of Meaning -- _gChapter 2. _tArchetypes: The Heartbeat of Enduring Brands -- _gChapter 3. _tPostmodern Marketing -- _gPart II. _tThe Yearning for Paradise: Innocent, Explorer, Sage -- _gChapter 4. _tThe Innocent -- _gChapter 5. _tThe Explorer -- _gChapter 6. _tThe Sage -- _gPart III. _tLeaving a Thumbprint on the World: Hero, Outlaw, Magician -- _gChapter 7. _tThe Hero -- _gChapter 8. _tThe Outlaw -- _gChapter 9. _tThe Magician -- _gPart IV. _tNo Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester -- _gChapter 10. _tThe Regular Guy/Gal -- _gChapter 11. _tThe Lover -- _gChapter 12. _tThe Jester -- _gPart V. _tProviding Structure to the World: Caregiver, Creator, Ruler -- _gChapter 13. _tThe Caregiver -- _gChapter 14. _tThe Creator -- _gChapter 15. _tThe Ruler -- _gPart VI. _tFinding True North: Positioning an Archetypal Brand -- _gChapter 16. _tThe Artichoke: Uncovering the Archetypal Meaning of Your Brand -- _gChapter 17. _tTelling Your Brand Story -- _gChapter 18. _tThe Case of the March of Dimes: Lessons in a Lobby -- _gPart VII. _tDeeper Waters -- _gChapter 19. _tMay the Force Be with You: Capturing Category Essence -- _gChapter 20. _tThe Real McCoy: Branding and Organizational Congruence -- _gChapter 21. _tLeaving a Legacy: The Ethics of Archetypal Marketing -- _tIndex. |
520 | _a"A brand;s meaning'how it resonates in the public heart and mind'is a company;s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to:; ɭplement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand; ȡrness the power of the archetype to align corporate strategy to sustain competitive advantage"--Publisher description. | ||
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aProduct management _9322791 |
|
650 | 0 |
_aBrand name products _9314783 |
|
650 | 0 |
_aBranding (Marketing) _9332183 |
|
650 | 0 |
_aPersonality. _9322104 |
|
700 | 1 |
_aPearson, Carol, _d1944- _eauthor. _9231324 |
|
856 | 4 | 2 |
_3Contributor biographical information _uhttp://catdir.loc.gov/catdir/bios/mh041/2001274378.html |
907 |
_a.b10558822 _b10-06-19 _c27-10-15 |
||
942 | _cB | ||
945 |
_a658.827 MAR _g1 _iA255678B _j0 _lcmain _o- _p$50.07 _q- _r- _s- _t0 _u14 _v8 _w1 _x1 _y.i11286489 _z28-10-15 |
||
998 |
_a(2)b _a(2)c _b20-03-18 _cm _da _feng _gnyu _h4 |
||
999 |
_c1130017 _d1130017 |