by Jonathan Mantle · Pearson Education Limited · tapa blanda · ISBN 9780582342972
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«Benetton» is Jonathan Mantle's business history essay, published by Pearson Education Limited in paperback (90 pages, in English).
It recounts the rise of the Benetton family from postwar poverty to turning their knitwear business into a global brand present in 120 countries, and analyzes the controversial advertising campaigns of United Colors of Benetton, its Formula 1 team and the company's secrecy.
Level 5 of the Penguin Readers series, within the Business World collection; the original work was published in 1999.
For students of English as a second language and young people aged 12 and over interested in major brands and the business world.
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