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No Logo

By Naomi Klein

(483)

| Paperback | 9789571338972

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Book Description

時尚╱LV;運動╱Nike;電腦╱IBM……,眼下我們生存的時代,品牌形象代表一切,連小學生也懂得要用名牌。要表現自己的專業、品味、社經地位,就要消費特定的產品,不管你是否真喜歡其品質。獲得消費者的品牌認同,就等於獲利的保證,於是新創的品牌虎視眈眈,欲取市場第一品牌之位而代之。至於沒有顯赫招牌的產品,往往價美物廉還是乏人問津。

知名品牌挾著雄厚的資本、強勢的行銷能力、全球運籌(global logistics)的經營觀念,令其產品席捲全世界。一種產品行銷全球,創造了後現代的國際風 Continue

時尚╱LV;運動╱Nike;電腦╱IBM……,眼下我們生存的時代,品牌形象代表一切,連小學生也懂得要用名牌。要表現自己的專業、品味、社經地位,就要消費特定的產品,不管你是否真喜歡其品質。獲得消費者的品牌認同,就等於獲利的保證,於是新創的品牌虎視眈眈,欲取市場第一品牌之位而代之。至於沒有顯赫招牌的產品,往往價美物廉還是乏人問津。

知名品牌挾著雄厚的資本、強勢的行銷能力、全球運籌(global logistics)的經營觀念,令其產品席捲全世界。一種產品行銷全球,創造了後現代的國際風格,統一了世人的消費觀,卻斲傷了異文化的豐富性。全球性的公司聲稱要支持文化的多樣性,其實他們所謂的「多元文化主義」只是生產更多的產品,讓消費者有較多的購買選擇。

而在知名品牌風光行銷全球的背後,是許多不為人注意的勞工。他們其中的大多數人無法分享公司的鉅額利潤。當某位大老闆被問到,他付出的薪水是否足以讓員工「維持生活」時,他答道:「這想法聽起來很好,但沒考慮到商業世界的現實狀況。

引 言 商標之網絡
第一部 無空間
第一章 嶄新的商標化世界
第二章 商標向外擴張──商標是如何躍居舞台中心的
第三章 一切均可變──青少年市場以及酷的行銷
第四章 學習的商標化──中小學和大學內的廣告
第五章 父權體制過時了──身份行銷的勝利
第二部 無選擇
第六章 品牌轟炸──超級名牌時代的專利經銷店
第七章 企業併購與合作案──創造企業烏托邦
第八章 企業審查──圍堵商標化村落
第三部 無工作
第九章 被遺棄的工廠──超級品牌時代中被貶抑的生產
第十章 威脅以及臨時僱員──從一無所獲的工作到「自由工作者的國度」
第十一章 培養不忠──風水輪流轉
第四部 無商標
第十二章 文化反堵──廣告全面受敵
第十三章 收復街道
第十四章 群情激憤──新的反企業運動
第十五章 品牌自做自受──反品牌運動的策略
第十六章 三個品牌的故事──飛揚符號、貝殼、黃金拱形
第十七章 當地的對外政策──學生與社區加入鬥爭
第十八章 品牌之外──品牌政治的限制
結論

214 Reviews

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  • 1 person finds this helpful

    本書分為NO SPACE, NO CHOICE, NO JOB, NO LOGO四大段落,來看新自由主義對社會, 教育, 職業, 民生的影響.

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    JUNNIE said on Apr 8, 2014 | Add your feedback

  • 1 person finds this helpful

    Pesante ma indispensabile. Perfettamente attuali le riflessioni sul senso della "flessibilizzazione" del lavoro.

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    orodeglistupidi said on Feb 2, 2014 | Add your feedback

  • 1 person finds this helpful

    Un libro lungo, a tratti difficile, sicuramente non un libro-passatempo. Un'inchiesta di 15 anni fa e che è tuttora attualissima, a dimostrazione di come tutto cambi e nulla cambi.
    Da leggere se si vogliono togliere un po' di fette di salame dagli oc ...(continue)

    Un libro lungo, a tratti difficile, sicuramente non un libro-passatempo. Un'inchiesta di 15 anni fa e che è tuttora attualissima, a dimostrazione di come tutto cambi e nulla cambi.
    Da leggere se si vogliono togliere un po' di fette di salame dagli occhi.

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    Andrea Fly Meli said on Jan 12, 2014 | Add your feedback

  • 1 person finds this helpful

    I had almost finished that before my business trip to China. I managed to read the last 50 pages only today.<br />The books is good but it's a kind of report. It is so full of data - almost 90% - that it's tiring to read.<br />So if you ...(continue)

    I had almost finished that before my business trip to China. I managed to read the last 50 pages only today.<br />The books is good but it's a kind of report. It is so full of data - almost 90% - that it's tiring to read.<br />So if you're not a "strong reader" give it up the idea of starting to read it. That's why I think it's not so good. <br />The writer should have used the data to take a stronger position. The average reader won't go on reading all those figures. </p><p>In my opinion there isn't enough developing of concepts like branding and the social issues connected with it. For instance that the public opinion doesn't care about children labour unless it is connected with a famous brand it's true.<br />As long as the consumer feels his conscience clean he doesn't really care.<br />As a matter of fact even being No Log is a marketing matter.</p><p>I think the book is a bit out of date right now. Multinationals can even help democratic processes as I've seen in China. Point is we always think as Westerns who know the only "truth".

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    Barbara ABP said on Nov 11, 2013 | Add your feedback

  • 1 person finds this helpful

    Tanto acclamato, tanto citato....... presto dimenticato.

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    MAGIO said on Oct 1, 2013 | Add your feedback

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