Scotch Whisky: Creative Fire, The Story of Scotland's Greatest Export: Scotch Whisky - The Story of Scotland's Greatest Export - Brossura

Delves, Stuart

Brossura

ISBN 10: 1904879713 ISBN 13: 9781904879718

Casa editrice: Cyan Communications, 2007

Riassunto

Looking at the success of Scotch whisky as a brand name, this book analyzes the ways that marketing and advertising served to establish dominance in the whisky market and how the drink achieved its exclusive role in the beverage industry. All whisky produced in Scotland is labeled "Scotch," and it relies on this name and its associations with quality and tradition, established through branding campaigns, to win new customers and maintain the loyalty of existing ones. The book provides key lessons for branding and examines how the same branding techniques that made Scotch whisky the bestselling spirit in world markets can be applied to other brands in different industries.

Su questo libro

Recensione:

Stuart Delves work is very far from yet another book about whisky. Certainly it is quirky. But it is also great fun. A long and fascinating blether with a companion with whom you re sharing a glass or two of sheer quality. --Ian Smith - The Scots Magazine

L'autore:

Stuart Delves was the recipient of the Scottish Cream Award in 2002 for best use of copywriting in the book Hourglass.

Su questa edizione

• Editore: Cyan Communications
• Data di pubblicazione: 2007
• ISBN 10: 1904879713
• ISBN 13: 9781904879718
• Rilegatura: Copertina flessibile
• Numero di pagine: 192