Search

Understanding and managing the brand space

<?xml version="1.0" encoding="UTF-8"?><modsCollection xmlns="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-8.xsd">
<mods version="3.8">
<titleInfo>
<title>Understanding and managing the brand space</title>
</titleInfo>
<name type="personal" usage="primary" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080123536">
<namePart>Berthon, Pierre</namePart>
<nameIdentifier>MAPA20080123536</nameIdentifier>
</name>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080245276">
<namePart>Holbrook, Morris B.</namePart>
<nameIdentifier>MAPA20080245276</nameIdentifier>
</name>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080195069">
<namePart>Hulbert, James M.</namePart>
<nameIdentifier>MAPA20080195069</nameIdentifier>
</name>
<typeOfResource>text</typeOfResource>
<originInfo>
<place>
<placeTerm type="code" authority="marccountry">usa</placeTerm>
</place>
<dateIssued encoding="marc">2003</dateIssued>
<issuance>serial</issuance>
</originInfo>
<language>
<languageTerm type="code" authority="iso639-2b">eng</languageTerm>
</language>
<physicalDescription>
<form authority="marcform">print</form>
</physicalDescription>
<abstract>The meaning of a brands is no longer the result of a dialogue between buyer and seller. The article proposes the dimension of abstraction and enactment, which we believe provide a broad and useful perspective on the novel developments taking place in branding today</abstract>
<note type="statement of responsibility">Pierre Berthon, Morris B. Holbrook, James M. Hulbert</note>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080614126">
<topic>Fidelización de clientes</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080615307">
<topic>Satisfacción del cliente</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080619459">
<topic>Efectividad organizacional</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080613181">
<topic>Beneficios empresariales</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080606091">
<topic>Estrategia empresarial</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080600945">
<topic>Dirección estratégica</topic>
</subject>
<classification authority="">922.111</classification>
<relatedItem type="host">
<titleInfo>
<title>Sloan Management Review</title>
</titleInfo>
<originInfo>
<publisher>Boston</publisher>
</originInfo>
<identifier type="local">MAP20077000185</identifier>
<part>
<text>nº 2,Vol. 44, Winter 2003 ; p. 49-54</text>
</part>
</relatedItem>
<recordInfo>
<recordContentSource authority="marcorg">MAP</recordContentSource>
<recordCreationDate encoding="marc">030214</recordCreationDate>
<recordChangeDate encoding="iso8601">20080418123724.0</recordChangeDate>
<recordIdentifier source="MAP">MAP20071503283</recordIdentifier>
<languageOfCataloging>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</languageOfCataloging>
</recordInfo>
</mods>
</modsCollection>