The Branding of MTV : Will Internet Kill the Video Star?
Temporal, Paul
SUMARIO. Acknowledgements // Preface // 1. The Birth of MTV / 2. Building Global Brand Equity / 3. 21st-century Branding: The «Relationship Age» / 4. MTV and Global Urban Youth Culture / 5. MTV Brand Anatomy / 6. The MTV Brand and Business Strategies / 7. Competitive Analysis and Brand Development / 8. Brand Execution: Giving Youth a Total Music Experience / 9. Brand Management / 10. Brand-Building Case Studies: MTV India and MTV China / 11. The Future of the MTV Brand // Index.
The Branding of MTV : Will Internet Kill the Video Star?
Temporal, Paul
SUMARIO. Acknowledgements // Preface // 1. The Birth of MTV / 2. Building Global Brand Equity / 3. 21st-century Branding: The «Relationship Age» / 4. MTV and Global Urban Youth Culture / 5. MTV Brand Anatomy / 6. The MTV Brand and Business Strategies / 7. Competitive Analysis and Brand Development / 8. Brand Execution: Giving Youth a Total Music Experience / 9. Brand Management / 10. Brand-Building Case Studies: MTV India and MTV China / 11. The Future of the MTV Brand // Index.
