Brand Management:

- Principles and Practices

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Brand Management:
  • Leveringstid Mangler, normalt 2-7 uger
Format:
Bog, paperback
Udgivelsesdato:
02-01-2012
Sprog:
Engelsk
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  • Yderligere info
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Brand Management: Principles and Practices is a comprehensive textbook designed for post graduate management programmes students specializing in marketing. It explores core concepts of branding and illustrates them through numerous examples, exhibits, figures, images, case studies, and videos. Divided into five sections, first section gives an introduction to branding, creating a brand, and understanding how organizational culture helps in successful brand management. Second and third sections discuss brand equity, ways of researching and measuring it, and importance of understanding consumers and markets. Further, fourth section explains branding strategies, e-branding, and marketing communications. Last section explores brand architecture, brands over time, and boundary-less brands. Students will find this book useful for its illustrative coverage of the key concepts. The practical applications would also be very useful to practitioners.

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Udgivelsesdato:
02-01-2012
ISBN13:
9780198069867
Vægt:
738 g
Dybde:
24 mm
Bredde:
182 mm
Højde:
242 mm
Forlag:
Oup India
Format:
Paperback
  • Forfattere

  • Bibliotekernes beskrivelse

    Brand Management: Principles and Practices is a comprehensive textbook that has been written in a simple and lucid language in the Indian context. The text and theory is suitably illustrated with numerous examples, exhibits, case studies, and is accompanied by a CD with presentations and television commercials.

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