International Business

Brands: The Logos of the Global Economy by Celia Lury

By Celia Lury

Manufacturers are all over: within the air, at the high-street, within the kitchen, on tv and, even perhaps in your ft. yet what are they? the emblem, that time of connection among corporation and patron, has turn into one of many key cultural forces of our time and essentially the most vital automobiles of globalization. This ebook bargains a close and leading edge research of the logo Illustrated with many examples, the ebook argues that manufacturers: * mediate the provision and insist of goods and companies in an international economic climate * body the actions of the industry by means of functioning as an interface * speak interactively, selectively selling and inhibiting communique among manufacturers and shoppers * function as a public foreign money whereas being legally safe as inner most estate in legislations * introduce sensation, characteristics and have an effect on into the quantitative calculations of the industry * arrange the logics of world flows of goods, humans, photographs and occasions. This publication should be crucial interpreting for college students of sociology, cultural reviews and intake.

Show description

Read Online or Download Brands: The Logos of the Global Economy PDF

Best international business books

Economic Liberalism and Its Rivals: The Formation of International Institutions among the Post-Soviet States

This e-book examines the serious position that the industrial principles of country leaders play within the construction and upkeep of the foreign monetary order. Drawing on a close learn of the fifteen post-Soviet states of their first decade of independence, interviews with key decision-makers and using closed ministerial documents, the publication explores how the altering principles of kingdom officers led nations to persist with one among 3 institutional paths: swift access into the area alternate Organizaiton, participation in a local Customs Union in line with their previous Soviet ties, or autarky and fiscal closure.

International Accounting Standards: from UK standards to IAS, an accelerated route to understanding the key principles of international accounting rules

This instruction manual is aquick connection with overseas Accounting criteria and is designed for all those that engage with monetary details, and want an sped up path to realizing the main ideas of overseas accounting ideas. it really is crucial analyzing for all contributors of the administration workforce.

A Global Ethic for Global Politics and Economics

Because the 20th century attracts to a detailed and the push to globalization gathers momentum, political and financial issues are crowding out important moral questions about the form of our destiny. Now, Hans okay? ng, one of many world's preeminent Christian theologians, explores those matters in a visionary and cautionary examine the arriving international society.

The Global Economy and International Financing

Government determination makers are coming to appreciate that strategic administration, nationwide govt guidelines, and the overseas public quarter are all similar, usually in refined methods. overseas markets now have much more impression on company functionality. Dr. Beenhakker familiarizes readers with a multifaceted method of selection making in a world context, targeting the interactions among the non-public and public sectors.

Extra info for Brands: The Logos of the Global Economy

Sample text

In relation to business, this is an approach which proposes that companies should acknowledge their ‘strong social influence on a society’s sense of purpose, direction and economic growth’ (Hart, 1998:213). : 213–214) Outside business, it has involved a tendency for ‘non-business’ organisations such as universities, political parties, charities, football clubs, voluntary and campaigning groups (see Szersynski, 1997) places, and individual people to be presented as brands. As Cochoy (1998) notes, social marketing is oriented towards fundamental research, towards the study of the consumer for his or her own sake as it were, rather than towards the study of the consumer for the optimisation of markets.

Instead, the suggestion is that the brand is the organisation of a set of multi-dimensional relations between products or services, a set of relations that is the site of statistical testing and qualitative experimentation, subject to the rapidly changing pressures of intensive mediation, stylisation and practices of commercial calculation. , 2002). It is not simply an add-on, a mark to identify an origin that is fixed. Instead, it is an abstract machine for the reconfiguration of production. Once the brand is developed in this way, it is able to function as a medium for new product or new service development.

The imagining, mapping and anticipation of this dynamism provide the basis for new forms of competition and control in the workplace. So, for example, the creation of the taste pyramid (Mort, 1996), market niches, and taste groups by marketers provided a constantly shifting set of new resources not only for product innovation but also for the management of employees. In recounting the history of Philips, a designer suggests that the company has moved from meeting the needs of people relating to the lower rungs of Maslow’s scale—food, shelter, work—to those concerning the higher levels, such as selfactualisation and cultural well-being (Marzano, 2000:59).

Download PDF sample

Rated 4.54 of 5 – based on 16 votes