Описание: Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.
Описание: What Big Thinkers Say About YouthNation "Matt Britton understands the youth market better than anyone on the planet. This book is a gift for anyone trying to understand an emerging generation, you will reference it for years." Adam Braun, New York Tim
Описание: "Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Описание: Research has shown that what Michael Willmott calls "citizen brands" will be more commercially successful than those that do not take on board societal trends. This title on the subject is backed-up with in-depth research and illustrated with relevant cases and examples.
Описание: The effects of international trade and foreign direct investment on developing economies have always been controversial. With the unstoppable spread of globalization and the supremacy of "open" policies over "closed" ones, the debate between "participating" and "not participating" in the world economy has been superseded by discussions on the best policy measures for expanding participation and enhancing the accrued welfare gains. Policies to strengthen international competitiveness are almost unanimously considered important means towards those ends. This book examines two policies frequently used to enhance international competitiveness in Sub-Saharan African economies: exchange rate policy and productivity-related policy.
Автор: Lindemann, Jan Название: Economy of brands ISBN: 0230232507 ISBN-13(EAN): 9780230232501 Издательство: Springer Рейтинг: Цена: 8166 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
Автор: Paul Temporal Название: Asia`s Star Brands ISBN: 0470821566 ISBN-13(EAN): 9780470821565 Издательство: Wiley Рейтинг: Цена: 3628 р. Наличие на складе: Поставка под заказ.
Описание: With advancements in technology and knowledge coupled with AFTA and WTO legislation, Asian countries have had to adopt an open concept to admit many foreign players into their market place to compete. Not only will Asian companies now have to defend their own markets but they will have to go out into international markets to fight for business. Many Asian companies are now embracing western branding techniques, and some are developing very powerful brands. This fascinating book fascinating explores how some of the successful Asian brands have handled their branding issues and become international competitors. It also answers the question of what they have to do to improve even further.
Описание: The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.
Автор: Jon Miller Название: The Business of Brands ISBN: 0470862599 ISBN-13(EAN): 9780470862599 Издательство: Wiley Рейтинг: Цена: 3628 р. Наличие на складе: Поставка под заказ.
Описание: This is not a `how to` book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions.
Описание: A cause related marketing programme (CRM) represents the quickest and most cost-effective way to acquire the necessary "credo" to enhance brand position. This book looks at the business benefits of CRM, and how ethical branding can impact business strategy, using relevant case histories.
Описание: Roger Blackwell and Kristina Stephan, co-authors of "Customers Rule!" and "From Mind to Market", present a look at how marketers can increase brand awareness, customer loyalty, and profits by employing the strategies of the world`s most successful bands, such as the Rolling Stones and Elton John.
Описание: When managed and leveraged effectively, sponsorship marketing is the most effective marketing discipline available. This title covers the topic from the perspective of the marketing professional.
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