INTRODUCTION THEORY
Chapter 6 Contents:
INTRODUCTION – /156 THEORY: THE MARKETING MIX – THE FOUR ‘P’S – /158 CREATING A BRAND EXPERIENCE – /162 RETAIL AND PUBLIC SPACES – /166 PRODUCT DESIGN – /170 PRODUCT PACKAGING – /172 CO-BRANDING PARTNERSHIPS – /174 ADVERTISING – /176 BRANDS AND NEW TECHNOLOGIES – /178 GLOBAL BRANDS – /182 INTERVIEW: STEFANO MARZANO, CHIEF EXECUTIVE, PHILIPS DESIGN – /186 INTERVIEW: JONATHAN IVE, VICE PRESIDENT OF DESIGN, APPLE COMPUTER – /187
157