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CORPORATE ARCHITECTURE BUILDING A BRAND

CORPORATE ARCHITECTURE BUILDING A BRAND

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  • ISBN:978-0-393-73305-1
  • EAN:9780393733051
  • Editorial: NORTON
  • Fecha de la edición:
  • Colección:
  • Encuadernación:CARTONE
  • Nº Pág.:504
  • Idiomas:

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How the fashion, banking, automotive, and telecommunications industries use architecture as a tool of marketing strategy. A brand is much more than the product or service that it represents'it is a whole imaginary world custom-made for the target consumer, and it often has little to do with what is being sold. Competition has given rise to a new class of buildings, designed by top architects and characterized by bold design approaches, surveyed in this sweeping study.

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