ESCP Europe

Item type

Book

Language

anglais

Pages

327 p.

Publication year

2005

ISBN

978-0-7432-4347-6

Region

• ETATS-UNIS

Note

• Notes

Note

Index

Branding has become so successful and so ubiquitous that even cultural institutions have embraced it. In this book, the author shows how churches, universities, and museums have learned to embrace Madison Avenue rather than risk losing market share. He uncovers a society where megachurches resemble shopping malls (and not by accident); where a university lives or dies on the talents of its image makers and its ranking in U.S. News & World Report ; and where museums have turned to motorcycle exhibits and fashion shows to bolster revenue, even franchising their own institutions into brands.