005 |
|
20221103110629.0 |
020 |
|
|a0230239587 (electronic bk.)
|
020 |
|
|a9780230239586 (electronic bk.)
|
024 |
7
|
|a10.1057/9780230239586|2doi
|
040 |
|
|aUKPGM|beng|cUKPGM|dOUN|dN|dYDXCP|dEBLCP|dNOU
|
049 |
|
|aAPTA
|
050 |
4
|
|aPN4900.P5|bG86 2009eb
|
082 |
04
|
|a338.7/61051|222
|
100 |
1
|
|aGunelius, Susan.
|
245 |
10
|
|aBuilding brand value the Playboy way|h[electronic resource] /|cSusanGunelius.
|
260 |
|
|aBasingstoke, Hampshire ;|aNew York :|bPalgrave Macmillan,|c2009.
|
300 |
|
|a1 online resource (xx, 188 p.)
|
500 |
|
|aDescription based on print version record.
|
504 |
|
|aIncludes bibliographical references (p. 177-182) and index.
|
505 |
0
|
|aThe brand dream -- A brand is born -- Nurturing a brand -- The firstbrand extensions -- Growth explosion -- Defending the brand -- Living the brand -- The brand seen and protested around the world -- A brand peaks -- A brand gives back -- A changing world -- A changing of the guard -- A change of course -- A new focus -- New brand extensions -- The brand champion returns to the spotlight --A brand for a new generation-- Focus on relationship branding -- The future of the Playboy brand.
|
520 |
|
|a"Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. It's the story of brand building, brand value, brand longevity and the ultimate brand champion"--Provided by publisher.
|
520 |
|
|aWith |8000 and a dream to create a men's lifestyle magazine that he would like to read, Hugh Hefner put together the first issue of Playboymagazine on his kitchen table. Over half a century later, Playboy has grown to become one of most well known brands in the world, and Hefner remains the face of the brand and the ultimate brand champion. Susan Gunelius uncovers how a brand associated with sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. For over 50 years, Hugh Hefner has lived the Playboy brand promise, and Playboy has become one of the most recognized brands in the world. It's a fascinating story of determination, dedication and belief in a product. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.
|
610 |
20
|
|aPlayboy Enterprises.
|
650 |
0
|
|aBranding (Marketing)|zUnited States.
|
650 |
0
|
|aTarget marketing|zUnited States.
|
655 |
7
|
|aElectronic books.|2local
|
776 |
08
|
|iPrint version:|aGunelius, Susan.|tBuilding brand value the Playboy way.|dBasingstoke, Hampshire ; New York : Palgrave Macmillan, 2009|z9780230577893|w(DLC) 2009044146|w(OCoLC)460934658
|
809 |
|
|pEB|dPN4900.P5|eG975|y2009
|
856 |
40
|
|3Palgrave Connect
|
856 |
40
|
|3Palgrave Connect|uhttp://www.palgraveconnect.com/doifinder/10.1057/9780230239586|zaccess to fulltext (Palgrave)
|