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    Brand New how...

    Brand New how enterpreneurs earned consumers trust from wegwood to dell

    Engelstalige hardcover met stofomslag, ziet er gloed nieuw uit. Geen leesvouwen of geschreven tekst.

    Until Josiah Wedgwood, Britons ate from wood and pewter plates. Until Henry Heinz, women toiled over pickled foods. Until Michael Dell, few people owned a personal computer, let alone dreamed of buying one "built to order." According to business historian Nancy F. Koehn, these pathbreaking entrepreneurs shared a powerful gift: the ability to discern how economic and social change would affect consumer needs and wants.

    In Brand New, Koehn introduces us to six extraordinary leaders of brand creation who lived and worked during periods of widespread change: Josiah Wedgwood in the Industrial Revolution; Henry Heinz and Marshall Field in the Transportation and Communication Revolution; and Est?e Lauder, Howard Schultz of Starbucks, and Michael Dell in the Information Revolution. Through compelling and engaging profiles of these entrepreneurial visionaries, she reveals a provocative relationship between economic turbulence, household priorities, and company strategy that holds important lessons for today's brand builders.

    According to Koehn, these forward-thinking individuals understood the profound effects that socioeconomic change has on what customers want, have, and can afford as much as on what companies make-and were masters at exploiting the enormous business opportunities these demand-side shifts created. Indeed, the brands and companies created by these individuals have become such a part of everyday life that we've made them part of common speech: we pass the Heinz; eat off Wedgwood; order a Starbucks.

    Koehn draws from their diaries, correspondence, and official business records to demonstrate that these entrepreneurs were more than savvy marketers; they were institution builders. She shows how each used brand not as a logo, but as a vital strategic tool for creating best-of-class companies-and for building powerful organizational capabilities that supported their connections with customers and helped make new markets for their offerings.

    Distilling critical lessons for businesses operating in both the traditional and on-line worlds, Brand New will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.

    Nancy Fowler Koehn ;

    € 15,00

    The Columbia Guide to...

    The Columbia Guide to Modern Chinese History

    Engelstalig. Gebonden met stofomslag, geen naam voorin, in goede staat. Edward and Catherine Doehler Chair in Asian History R Keith Schoppa 

    China, the world's oldest and most populous state, remains an enigma to most people in the West, even at a time when that country is playing an increasingly prominent role on the international stage. At the heart of modern Chinese history have been the efforts of the Chinese people to transform their polity into a modern nation state, the Confucian orthodoxy into an ideology that can help direct that process, and an agrarian economy into an industrial one. These efforts are ongoing and of great importance.

    This book is both an introduction to the major features of modern Chinese history and a resource for researchers interested in virtually any topic relating to the Chinese experience of the last 220 years. This valuable reference contains:

    - a historical narrative providing a comprehensive overview of five core aspects of Chinese history: domestic politics, society, the economy, the world of culture and thought, and relations with the outside world;

    - a compendium of 250 short, descriptive articles on key figures, events, and terms;

    - a resource guide containing approximately 500 annotated entries for the most authoritative sources for further research in English, as well as descriptions of important films depicting modern China and a guide to electronic resources; and

    - appendices, including a chronology, excerpts from key primary source documents, and a wealth of tables and graphs on demographic, social, and economic trends.

    R. Keith Schoppa;

    € 18,50
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