Benetton
Auteur : Jonathan Mantle
Date de publication : 2000
Éditeur : Pearson Education
Nombre de pages : 89
Résumé du livre
The real-life rags-to-riches story behind one of the world's most famous brand names. From poverty in the wake of World War II, the Benetton family empire now supplies 8,000 shops in 120 countries with its colourful knitwear and other goods. Benetton is famous for its controversial advertising campaigns and for its own Formula 1 motor racing team.
Jonathan Mantle explores the dark side of the United Colours of Benetton and is the first outsider to cross the barrier of Benetton's strict control of information about itself.