000			01571nam a2200421 i 4500
001			000689027
005			20240105152924.0
008			170301t20042004maua rb 001 0 eng d
010			_a2004002697
020			_a9781578517749
020			_a1578517745
035			_a418126
040			_aDLC _bspa _erda _cDLC _dUIASF
050		4	_aHD 69.B7 _bH647.2004
100	1		_aHolt, Douglas B _eautor
245	1	0	_aHow brands become icons : _bthe principles of cultural branding / _cDouglas B. Holt.
264		1	_aBoston, Mass. : _bHarvard Business School Press, _c2004,
264		4	_c©2004
300			_axiii, 265 páginas : _bilustraciones ; _c25 cm
336			_atexto _btxt _2rdacontent
337			_asin mediación _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
504			_aIncluye referencias bibliográficas (páginas 245-249) e índice.
505	0		_aWhat is an iconic brand? -- How is cultural branding different? -- Targeting myth markets -- Composing the cultural brief -- Leveraging cultural and political authority -- Managing brand loyalty as a social network -- Co-authoring the myth -- Advancing the myth -- Branding as cultural activism.
650		0	_aBrand name products.
650		4	_aProductos de nombre comercial
650		0	_aBranding (Marketing)
650		4	_aProductos de marca registrada (Mercadotecnia)
650		0	_aBusiness names.
650		4	_aRazón social
650		0	_aPopular culture.
650		4	_aCultura popular
905			_a01
942		1	_cNEWBFXC1
999			_c644783 _d644783
980			_851 _gRonald RUIZ