by Elen Lewis · Gestión 2000 · tapa blanda · ISBN 9788496612112
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«¡Gran Ikea!» is Elen Lewis's essay on the Ikea brand and philosophy, published by Gestión 2000 in paperback (198 pages, in Spanish).
Ikea as a global phenomenon: the book traces the history, ideas and principles of the brand, from Ingvar Kamprad's vision to its worldwide success. It explains how it managed to combine affordable furniture with good design and turn Swedish meatballs into part of the shopping experience, and questions whether its disposable nature is an advantage.
It is part of the Marketing and Sales collection from Gestión 2000 and was published in November 2007 in Barcelona.
Aimed at commercial brand professionals and customers interested in the Ikea phenomenon.
