The Starbucks story : how the brand changed the world / John Simmons.

Format:

Book

Author/Creator:

Simmons, John.

Language:

English

Subjects (All):

Coffee industry--United States.

Coffee industry.

Starbucks Coffee Company.

Physical Description:

1 online resource (193 p.)

Edition:

1st ed.

Place of Publication:

Singapore : Marshall Cavendish Business, 2012.

Language Note:

English

Summary:

Coffee is a commodity. You can get a cup at any café, sandwich bar or restaurant anywhere. So how did Starbucks manage to reinvent coffee as a whole new experience, and create a hugely successful brand in the process? The Starbucks Story tells the brand's story from its origins in a Seattle fish market to its growing global presence today. This is a story that has unfolded quickly - at least in terms of conventional business development. Starbucks is a phenomenon. Unknown 15 years ago, it now ranks among the 100 most valuable brands in the world. It has become the quintessential brand of the m

Contents:

Cover; CONTENTS; ACKNOWLEDGMENTS; INTRODUCTION TO THE 2012 EDITION; A short shot; Chapter One Starting with a bean; Chapter Two Setting out on the voyage; Chapter 3 Expanding the horizons; Chapter Four Friends and neighbors; Chapter Five Head for a different place; Chapter Six Here, there, and everywhere; Chapter Seven Doing well by doing good; Chapter Eight The next port of call

Notes:

First published in Great Britain in 2005 by Cyan Books.

ISBN:

1-283-89152-2

981-4408-76-X