Jonathan Mantle "Benetton"
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Jonathan Mantle
Benetton is the real-life story of an extraordinary Italian family and the organization they have built. Faced with poverty in a country ruined by the Second World War, the Benetton family started one of the most successful businesses in the world. Today they supply 8,000 stores in 120 countries. They have also produced some of the most shocking advertising images ever seen. This is a story of hard work and success, invention and risk-taking - and of terrorism, public anger, and court cases.
Jonathan Mantle develops a picture of a daring and fearless family and its business. He explores some of the stories behind the "United Colors" and the brand of Benetton, and he examines the price of the company's success. What has it cost the family, and the people who work with them?
Benetton likes to keep tight control of information about the company, and Jonathan Mantle is the first outsider to research the family and the company in such detail.
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Text Analysis: Unique words: about 2,300. Total words: about 24,480
Hard words: accountant, agenda, AIDS, authorities, ban, bid, brand, branch, billboard, campaign, capital, catalog, commerce, condom, consultant, corporation, expand, expert, foundation, franchise, HIV, knit, link, loan, logo, mafia, manufacture, media, negotiate, network, nun, objective, partnership, project, publish, pits, racism, range, retail, recession, research, sponsor, site, share, ski, stock, stock exchange, strategy, superstore, trade
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