{"id":138549,"guid_nom":"7643d3a5-b0f8-11e8-9ac3-000af77e485f","isbn":"978-5-04-098935-5","nomcode":"ITD000000000936608","title":"Как Coca-Cola завоевала мир. 101 успешный кейс от брендов с мировым именем","publisher":"ООО \"Издательство \"Эксмо\"","is_deleted":false,"first_seen_at":"2026-10-11T02:25:46.064909Z","updated_at":"2026-10-11T02:25:46.064909Z","annotation":"","sales_text":"101 КЕЙС ТАКИХ КОМПАНИЙ, КАК TIFFANY'S, NIKE, MERCEDES, APPLE, KFC, VIRGIN И ДРУГИХ ГИГАНТОВ — В ОДНОЙ КНИГЕ.\n \n Вы узнаете:\n - Как вечеринки помогут вам попасть на обложку журнала Business Week.\n - Почему быть «неправильной формы» — нормально, и что этот факт говорит о продукте.\n - Как нагота может повысить лояльность, (особенно если на вас пара капель Channel № 5).\n - Как найти уникальную бизнес-нишу, вспомнив детство? (И при чем здесь засушенные жуки и Pinterest.)\n - Что объединяет бегунов Nike, DIY-дизайнеров Threadless и фанатов бренда NL?\n \n Отзывы\n \n «В книге собраны кейсы по разным задачам: нейминг, айдентика, маркетинговая стратегия, коммуникации, инновации. Внушительная коллекция историй для всех, кто интересуется брендингом на личном или профессиональном уровне». — Павел Гительман, генеральный директор digital-агентства R:TA","raw":{"PDF":{"TOC":{"LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608_TOC.pdf","MTIME":"2020-12-17 06:32:55"},"PREVIEW":{"LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608.pdf","MTIME":"2021-09-18 13:49:04"}},"RIN":"","CERT":[],"GUID":"e1f247df-f1f5-43db-884d-2f32196b6e36","ISBN":"978-5-04-098935-5","NAME":"Как Coca-Cola завоевала мир. 101 успешный кейс от брендов с мировым именем","CICLE":[],"DIVID":{"GUID":"498ad3de-5910-11e0-9747-001a64231342","NAME":"120 - Редакция № 5"},"EDFUL":8000,"GENRE":[],"LDATE":"17.11.2021","MEDIA":"НетНосителя","NICHE":{"GUID":"e6408190-4f03-11e0-a01d-001a64231342","NAME":"ЭКОНОМИКА. БИЗНЕС.","OWNER_GUID":"e009c820-4f03-11e0-a01d-001a64231342"},"PAGES":"384","PAPER":"Бумага офсетная 62/65","PROIZ":[{"VID":{"GUID":"3f9f48d2-4f09-11e0-a01d-001a64231342","NAME":"Рукопись"},"GUID":"532d688c-b0f9-11e8-9ac3-000af77e485f","NAME":"Как Coca-Cola завоевала мир","LANGUAGE":"Русский","AUTHOR_GUID":"84066c2a-5f42-11e9-a33d-000af77e485f","IS_TRANSLATE":"true"},{"VID":{"GUID":"ecc37d51-daa7-11e0-8449-5ef3fc5021fb","NAME":"РИП"},"GUID":"bac65a13-fd65-11e8-8679-000af77e485f","NAME":"Как Coca-Cola завоевала мир","LANGUAGE":"","AUTHOR_GUID":"bff8c2b7-656e-11de-84c5-000423b38f2a","IS_TRANSLATE":"false"},{"VID":{"GUID":"3f9f48d2-4f09-11e0-a01d-001a64231342","NAME":"Рукопись"},"GUID":"4e6ae21f-fe02-11e8-8679-000af77e485f","NAME":"Как Coca-Cola завоевала мир","LANGUAGE":"Русский","AUTHOR_GUID":"bff8c2b7-656e-11de-84c5-000423b38f2a","IS_TRANSLATE":"true"},{"VID":{"GUID":"3f9f48d2-4f09-11e0-a01d-001a64231342","NAME":"Рукопись"},"GUID":"689c4901-0245-11e9-b4a8-5cf3fc4a21fa","NAME":"How Coca-Cola Took Over the World","LANGUAGE":"Английский","AUTHOR_GUID":"bff8c2b7-656e-11de-84c5-000423b38f2a","IS_TRANSLATE":"false"}],"P_BOX":"false","SCOVR":"","SDATE":"05.08.2019","SERIE":{"GUID":"cab0237f-80b1-11e6-9d96-000af77e485f","NAME":"Бизнес. Лучший мировой опыт"},"SGMNT":{"GUID":"e009c820-4f03-11e0-a01d-001a64231342","NAME":"ПРОФЕССИОНАЛЬНАЯ И НАУЧНАЯ ЛИТЕРАТУРА. ДЕЛОВАЯ ЛИТЕРАТУРА (ПРЛ)"},"SIZES":{"DEPTH":22,"WIDTH":147,"HEIGHT":220,"KARTON":{"WIDTH":"136","HEIGHT":"218"},"WEIGHT":496},"SUPER":"false","TIRAJ":[{"GUID":"b1626b96-b0f8-11e8-9ac3-000af77e485f","XO_DATE":"16.07.2019","PLAN_DATE":"07.08.2019","TIRAJ_CODE":"ITD00256358","TIRAJ_TYPE":"О","FAKTICHESKAYA_DATA":"05.08.2019","TOLSHCINA_KORESHKA":"21","SOGLASOVANNAYA_DATA":"07.08.2019","PLAN_DATE_TREBUEMAYA":"07.08.2019","PLAN_VYPUSKA_OSN_TIR":"14.08.2019","TIRAJ_DT_RAZR_V_PECHAT":"01.01.0001 0:00:00"},{"GUID":"1371a8be-f197-11e9-a186-000af77e4763","XO_DATE":"29.10.2019","PLAN_DATE":"13.12.2019","TIRAJ_CODE":"ITD00322788","TIRAJ_TYPE":"Д","FAKTICHESKAYA_DATA":"20.12.2019","TOLSHCINA_KORESHKA":"20","SOGLASOVANNAYA_DATA":"20.12.2019","PLAN_DATE_TREBUEMAYA":"13.12.2019","PLAN_VYPUSKA_OSN_TIR":"04.12.2019","TIRAJ_DT_RAZR_V_PECHAT":"01.01.0001 0:00:00"},{"GUID":"0c94b2c5-41d9-11ea-a186-000af77e4763","PLAN_DATE":"03.04.2020","TIRAJ_CODE":"ITD00338077","TIRAJ_TYPE":"Д","FAKTICHESKAYA_DATA":"10.04.2020","TOLSHCINA_KORESHKA":"20","SOGLASOVANNAYA_DATA":"15.04.2020","PLAN_DATE_TREBUEMAYA":"03.04.2020","PLAN_VYPUSKA_OSN_TIR":"08.04.2020","TIRAJ_DT_RAZR_V_PECHAT":"01.01.0001 0:00:00"},{"GUID":"05bf85b9-39f5-11eb-80bf-0050569a365d","XO_DATE":"16.12.2020","PLAN_DATE":"28.01.2021","TIRAJ_CODE":"ITD00383177","TIRAJ_TYPE":"Д","FAKTICHESKAYA_DATA":"22.01.2021","TOLSHCINA_KORESHKA":"20","SOGLASOVANNAYA_DATA":"28.01.2021","PLAN_DATE_TREBUEMAYA":"28.01.2021","PLAN_VYPUSKA_OSN_TIR":"29.01.2021","TIRAJ_DT_RAZR_V_PECHAT":"01.01.0001 0:00:00"},{"GUID":"2d303951-1237-11ec-80c4-0050569a365d","XO_DATE":"24.09.2021","PLAN_DATE":"19.11.2021","TIRAJ_CODE":"ITD00429672","TIRAJ_TYPE":"Д","FAKTICHESKAYA_DATA":"17.11.2021","TOLSHCINA_KORESHKA":"20","SOGLASOVANNAYA_DATA":"19.11.2021","PLAN_DATE_TREBUEMAYA":"19.11.2021","PLAN_VYPUSKA_OSN_TIR":"01.11.2021","TIRAJ_DT_RAZR_V_PECHAT":"01.01.0001 0:00:00"}],"AUTHOR":[{"CODE":"ITD036393","GUID":"84066c2a-5f42-11e9-a33d-000af77e485f","NAME":"Льюри Джайлс","SURNAME":"Льюри","IS_GROUP":"false","PSEVDONIM":false,"DATE_BIRTH":"0000-00-00 00:00:00","DATE_DEATH":"0000-00-00 00:00:00","FIRST_NAME":"Джайлс","IS_PISATEL":"true","IS_HUDOJNIK":"false","SECOND_NAME":"","IS_PEREVODCHIK":"false"}],"COVERS":{"cover1":{"H":1904,"W":1265,"DPI":"220x220","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover1.jpg","SIZE":"682275","MTIME":"2021-09-24 18:06:34"},"cover4":{"H":1904,"W":1265,"DPI":"220x220","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover4.jpg","SIZE":"911768","MTIME":"2021-09-24 18:06:43"},"siluet":{"H":3475,"W":2500,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/siluet.jpg","SIZE":"497157","MTIME":"2021-09-24 20:20:57"},"banner1":{"H":1200,"W":900,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner1.jpg","SIZE":"946087","MTIME":"2022-12-22 13:52:59"},"banner2":{"H":1200,"W":900,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner2.jpg","SIZE":"910227","MTIME":"2022-12-22 13:53:07"},"banner3":{"H":1200,"W":900,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner3.jpg","SIZE":"1030971","MTIME":"2022-12-22 13:53:15"},"cover3d":{"H":3090,"W":2129,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover3d.jpg","SIZE":"2335599","MTIME":"2021-09-24 18:06:40"},"dopfoto00":{"H":1200,"W":900,"DPI":"72x72","LINK":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/dopfoto00.jpg","SIZE":"919604","MTIME":"2022-12-22 13:53:23"}},"FOLDER":{"GUID":"6fabf075-b63a-4f6d-a879-9e40d163ec40","NAME":"Книжная продукция (ЭКСМО)"},"FORMAT":{"CODE":"112","GUID":"a791b9a0-4f06-11e0-a01d-001a64231342","NAME":"60x90/16"},"IS_DEL":"Нет","QUOTES":["","","","","",""],"TARGET":{"GUID":"667fc7f0-4fbf-11e0-9f50-001a64231342","NAME":"Издание для досуга"},"ZAPRET":false,"BARCODE":["14600194803819","14600194888236","14600195107503","14600195329134","14600191274704","9785040989355"],"NOMCODE":"ITD000000000936608","SUBJECT":{"GUID":"e64081da-4f03-11e0-a01d-001a64231342","NAME":"МАРКЕТИНГ. РЕКЛАМА. PR","OWNER_GUID":"e6408190-4f03-11e0-a01d-001a64231342"},"TOM_NUM":"0","FA_GROUP":"","FA_MONTH":"","GUID_NOM":"7643d3a5-b0f8-11e8-9ac3-000af77e485f","ISBN_DIG":"9785040989355","KOMPLEKT":{"VID":"Книга","TYPE":"комплектующая","KOMPLEKT_NOMCODE":"ITD000000001123785","KOMPLEKT_GUID_NOM":"04ce27db-f434-11ea-80bd-0050569a365d"},"NOMGROUP":"КнижнаяПродукция","PRODCODE":"ITD000000000936608","AGE_GROUP":{"GUID":"08501aa5-3ee0-11e2-82d6-5ef3fc5021a7","NAME":"Взрослая группа"},"ANNOTACIA":"","EKSMO_RDC":"Эксмо","PROD_TEXT":"101 КЕЙС ТАКИХ КОМПАНИЙ, КАК TIFFANY'S, NIKE, MERCEDES, APPLE, KFC, VIRGIN И ДРУГИХ ГИГАНТОВ — В ОДНОЙ КНИГЕ.\n \n Вы узнаете:\n - Как вечеринки помогут вам попасть на обложку журнала Business Week.\n - Почему быть «неправильной формы» — нормально, и что этот факт говорит о продукте.\n - Как нагота может повысить лояльность, (особенно если на вас пара капель Channel № 5).\n - Как найти уникальную бизнес-нишу, вспомнив детство? (И при чем здесь засушенные жуки и Pinterest.)\n - Что объединяет бегунов Nike, DIY-дизайнеров Threadless и фанатов бренда NL?\n \n Отзывы\n \n «В книге собраны кейсы по разным задачам: нейминг, айдентика, маркетинговая стратегия, коммуникации, инновации. Внушительная коллекция историй для всех, кто интересуется брендингом на личном или профессиональном уровне». — Павел Гительман, генеральный директор digital-агентства R:TA","PUBLISHER":{"GUID":"2a734e3d-a107-11de-8bc8-00265518a912","NAME":"ООО \"Издательство \"Эксмо\""},"REMAINDER":{"TOTAL":"нет"},"ZVEZDNOST":"","CODE_OKPD2":"","CODE_TNVED":"4901990000","DEPARTMENT":{"GUID":"96fc1ccc-c227-11eb-80c4-0050569a365d","NAME":"Группа бизнеса"},"FA_COMMENT":"","VID_PROIZV":"Впервые","IZDAT_BRAND":{"GUID":"2111b00b-cf7b-11e7-9ec5-000af77e485f","NAME":"БОМБОРА"},"PRODUCT_VID":{"GUID":"a791ba7e-4f06-11e0-a01d-001a64231342","NAME":"Книга"},"AUTHOR_COVER":"Джайлс Льюри","DOP_REKVIZIT":{"HUDOJNIKI":[],"VOZRAST_TO":"","PEREVODCHIKI":[],"VOZRAST_FROM":""},"POSLE_OBREZA":"138x212","TIP_KORESHKA":"Полукруглый","CLASSIFICATOR":{"CODE":"000000519","ID_EKN":"11034","CODE_EKN":"111.07.5.1"},"LAST_STANDART":"10","PEREPLET_TYPE":{"GUID":"a791ba90-4f06-11e0-a01d-001a64231342","NAME":"7БЦ"},"BARCODE_DETAIL":[{"BARCODE":"14600194803819","STANDART":"10","ITEM_TYPE":{"GUID":"b77edb9c-2552-11ea-a186-000af77e4763","NAME":"пач"},"BARCODE_TYPE":{"GUID":"dce9f404-0286-4da8-8b3d-7d91f6e2108f","NAME":"ITF14"}},{"BARCODE":"14600194888236","STANDART":"10","ITEM_TYPE":{"GUID":"b77edb9c-2552-11ea-a186-000af77e4763","NAME":"пач"},"BARCODE_TYPE":{"GUID":"dce9f404-0286-4da8-8b3d-7d91f6e2108f","NAME":"ITF14"}},{"BARCODE":"14600195107503","STANDART":"10","ITEM_TYPE":{"GUID":"b77edb9c-2552-11ea-a186-000af77e4763","NAME":"пач"},"BARCODE_TYPE":{"GUID":"dce9f404-0286-4da8-8b3d-7d91f6e2108f","NAME":"ITF14"}},{"BARCODE":"14600195329134","STANDART":"10","ITEM_TYPE":{"GUID":"b77edb9c-2552-11ea-a186-000af77e4763","NAME":"пач"},"BARCODE_TYPE":{"GUID":"dce9f404-0286-4da8-8b3d-7d91f6e2108f","NAME":"ITF14"}},{"BARCODE":"14600191274704","STANDART":"7","ITEM_TYPE":{"GUID":"d90f9e70-b753-11e9-a186-000af77e4763","NAME":"пач"},"BARCODE_TYPE":{"GUID":"dce9f404-0286-4da8-8b3d-7d91f6e2108f","NAME":"ITF14"}},{"BARCODE":"9785040989355","STANDART":"1","ITEM_TYPE":{"GUID":"f9de8267-5b92-434a-be4a-61793b9dd3a1","NAME":"шт"},"BARCODE_TYPE":{"GUID":"39fddca4-7cc4-49d4-a09d-9fe5517b4df6","NAME":"EAN13"}}],"NAME_FOR_PRICE":"Как Coca-Cola завоевала мир. 101 успешный кейс от брендов с мировым именем","PREDZAKAZ_SOAP":"N","VID_SKREPLENIYA":"ШитьеНиткой","AUTHOR_FOR_PRICE":"Льюри Д.","TSELOFANIROVANIE":"true","IS_ZAPRET_PREVIEW":"Нет","PEREPLET_TYPE_OLD":{"GUID":"bff8c2c1-656e-11de-84c5-000423b38f2a","NAME":"7БЦ"},"ZAPRET_PO_KANALAM":[],"GOD_PERVOGO_IZDANIYA":"2019","VOZRASTNOE_OGRANICHENIE":"12+","ZAPRET_PRODAJ_DATA_SNIATIYA":""},"assets":[{"id":296757,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner1.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 1200, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner1.jpg\", \"MTIME\": \"2022-12-22 13:52:59\", \"SIZE\": \"946087\", \"W\": 900}, \"variant\": \"banner1\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296758,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner2.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 1200, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner2.jpg\", \"MTIME\": \"2022-12-22 13:53:07\", \"SIZE\": \"910227\", \"W\": 900}, \"variant\": \"banner2\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296759,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner3.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 1200, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/banner3.jpg\", \"MTIME\": \"2022-12-22 13:53:15\", \"SIZE\": \"1030971\", \"W\": 900}, \"variant\": \"banner3\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296760,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover1.jpg","raw_value":"{\"details\": {\"DPI\": \"220x220\", \"H\": 1904, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover1.jpg\", \"MTIME\": \"2021-09-24 18:06:34\", \"SIZE\": \"682275\", \"W\": 1265}, \"variant\": \"cover1\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296761,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover3d.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 3090, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover3d.jpg\", \"MTIME\": \"2021-09-24 18:06:40\", \"SIZE\": \"2335599\", \"W\": 2129}, \"variant\": \"cover3d\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296762,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover4.jpg","raw_value":"{\"details\": {\"DPI\": \"220x220\", \"H\": 1904, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/cover4.jpg\", \"MTIME\": \"2021-09-24 18:06:43\", \"SIZE\": \"911768\", \"W\": 1265}, \"variant\": \"cover4\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296763,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/dopfoto00.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 1200, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/dopfoto00.jpg\", \"MTIME\": \"2022-12-22 13:53:23\", \"SIZE\": \"919604\", \"W\": 900}, \"variant\": \"dopfoto00\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296764,"kind":"cover","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/siluet.jpg","raw_value":"{\"details\": {\"DPI\": \"72x72\", \"H\": 3475, \"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/COVER/siluet.jpg\", \"MTIME\": \"2021-09-24 20:20:57\", \"SIZE\": \"497157\", \"W\": 2500}, \"variant\": \"siluet\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296765,"kind":"pdf","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608.pdf","raw_value":"{\"details\": {\"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608.pdf\", \"MTIME\": \"2021-09-18 13:49:04\"}, \"variant\": \"PREVIEW\"}","status":"unresolved","sha256":null,"last_error":null},{"id":296766,"kind":"pdf","source_url":"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608_TOC.pdf","raw_value":"{\"details\": {\"LINK\": \"https://cdn.eksmo.ru/v2/ITD000000000936608/PDF/ITD000000000936608_TOC.pdf\", \"MTIME\": \"2020-12-17 06:32:55\"}, \"variant\": \"TOC\"}","status":"unresolved","sha256":null,"last_error":null}]}