Branded Male – Marketing to Men
Autor Mark Tungateen Limba Engleză Hardback – 2 feb 2008
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Specificații
ISBN-13: 9780749450113
ISBN-10: 0749450118
Pagini: 256
Ilustrații: col. Illustrations
Dimensiuni: 163 x 241 x 20 mm
Greutate: 0.61 kg
Editura: Kogan Page
Locul publicării:United Kingdom
ISBN-10: 0749450118
Pagini: 256
Ilustrații: col. Illustrations
Dimensiuni: 163 x 241 x 20 mm
Greutate: 0.61 kg
Editura: Kogan Page
Locul publicării:United Kingdom
Cuprins
Acknowledgements
Introduction
1. Skin
The grooming conundrum
The razor’s edge
Shop options
National characteristics
Tooled up
Male beauty parlours
Branded toolkit
2. Cloth
Fear and clothing
The repression of menswear
The importance of being suited
Return to clubland
Accessory after the fact
Branded toolkit
3. Diet
Diet hard
Homme fatale
Branded toolkit
4. Home
Single life
Habitat’s dad
Ikea boys
Branded toolkit
5. Wheels
Upwardly automobile
Branding the ‘Bimmer’
Web for hire
Size isn’t everything
Routes to the consumer
Branded toolkit
6. Travel
Moving target
The seduction of sleep
Attacking Mr JetSet
Branded toolkit
7. Words
Glossies for guys
From smooth operators to new lads
Climbing back upmarket
Men and newspapers
Not taking it literally
Branded toolkit
8. Gadgets
Technophilia
Technology for all
The games men play
Branded toolkit
9. Hotels
Rooms with all the trimmings
Bad behaviour is good for business
Branded toolkit
10. Pictures
The power of TV sport
How men watch sports
Product placement – branding bond
Branded toolkit
11. Body
The fitness imperative
Making the cut
Branded toolkit
12. Alcohol
The beer punters
Marketing the hard stuff
The health debate
Branded toolkit
13. Restaurants
Restaurants as brands
Generous tips
Branded toolkit
14. Sex
Internet connections
Performance blues
Don’t just do it
Branded toolkit
Conclusion
References
Index
Introduction
1. Skin
The grooming conundrum
The razor’s edge
Shop options
National characteristics
Tooled up
Male beauty parlours
Branded toolkit
2. Cloth
Fear and clothing
The repression of menswear
The importance of being suited
Return to clubland
Accessory after the fact
Branded toolkit
3. Diet
Diet hard
Homme fatale
Branded toolkit
4. Home
Single life
Habitat’s dad
Ikea boys
Branded toolkit
5. Wheels
Upwardly automobile
Branding the ‘Bimmer’
Web for hire
Size isn’t everything
Routes to the consumer
Branded toolkit
6. Travel
Moving target
The seduction of sleep
Attacking Mr JetSet
Branded toolkit
7. Words
Glossies for guys
From smooth operators to new lads
Climbing back upmarket
Men and newspapers
Not taking it literally
Branded toolkit
8. Gadgets
Technophilia
Technology for all
The games men play
Branded toolkit
9. Hotels
Rooms with all the trimmings
Bad behaviour is good for business
Branded toolkit
10. Pictures
The power of TV sport
How men watch sports
Product placement – branding bond
Branded toolkit
11. Body
The fitness imperative
Making the cut
Branded toolkit
12. Alcohol
The beer punters
Marketing the hard stuff
The health debate
Branded toolkit
13. Restaurants
Restaurants as brands
Generous tips
Branded toolkit
14. Sex
Internet connections
Performance blues
Don’t just do it
Branded toolkit
Conclusion
References
Index
Recenzii
"A well-researched overview of a particular kind of new modern male." - Choice
See an excerpt on the American Educational Foundation website!Notă biografică
Mark Tungate is a journalist based in Paris who specializes in media, marketing and communication. In addition to writing books, he is a regular correspondent for the advertising industry journal Campaign and writes a weekly column for the French marketing magazine Stratégies. He has written the text for The Epica Book, an annual review of the best European advertising, and is the co-presenter of a weekly French TV show about advertising creativity.
Descriere
Painting a portrait of the modern male consumer, Tungate considers how marketers can target him in all his activities, from morning to night. In the process, the author examines male-centered marketing in such areas as cars, restaurants, technology, fashion, and books.