NO LOGO : El poder de las marcas

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Detalles Bibliográficos
Autor Principal:	Klein, Noami
Otros autores o Colaboradores:	Jockl, Alejandro
Formato:	Libro
Lengua:	español
Datos de publicación:	Buenos Aires : Paidós, 2012
Temas:	MARKETING CONSUMISMO CENSURA
Acceso en línea:	Consultar en el Cátalogo
Notas:	Biblioteca Prof. Padúla, Mónica
Descripción Física:	688p.
ISBN:	9789501257007

Tabla de Contenidos:

Agradecimientos 7
INTRODUCCIÓN. Una red de marcas 10
SIN ESPACIO
1. El nuevo mundo de las marcas 21
2. Las marcas se expanden.
Cómo el logo llegó a ocupar el centro de la escena 45
3. Alt. Todo.
El mercado joven y el marketing del estilo cool 82
4. Las marcas y la enseñanza.
Los anuncios en escuelas y universidades 108
5. El patriarcado se hace funky.
El triunfo del marketing de la identidad 129
SIN OPCIONES
6. El bombardeo de las marcas.
Las franquicias en la edad de la supermarca 151
7. Fusiones y sinergia.
La creación de las utopías comerciales 165
8. La censura empresarial.
La protección de la ciudad publicitaria 190
SIN TRABAJO
9. La fábrica abandonada.
La degradación de la producción en la época de las
supermarcas 221
10. Amenazas y tentaciones.
De trabajar por nada a «País de Autónomos» 261
11. La incitación a la deslealtad.
Quien siembra vientos, cosecha tempestades 292
NO LOGO
12. La piratería publicitaria.
Los anuncios bajo ataque 311
13. Recuperar las calles 345
14. Crece el mal humor.
La nueva militancia contra las empresas 359
15. El bumerán de las marcas.
Las tácticas de las campañas publicitarias de las marcas .. 380
16. Historia de tres logos.
La flecha, la concha y los arcos 401
17. La política exterior local.
Los estudiantes y las comunidades se unen a la batalla ... . 438
18. Más allá de las marcas.
Los límites de la lucha contra las marcas 464
CONCLUSIÓN. El consumismo contra la ciudadanía.
La lucha por la representación popular global 483
Apéndice 491

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NO LOGO : El poder de las marcas

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