Автор: Beverland, Michael Название: Brand management ISBN: 1529720125 ISBN-13(EAN): 9781529720129 Издательство: Sage Publications Цена: 8235.00 р. Наличие на складе: Поставка под заказ. Описание: Presenting the basics of brand management, the second edition provides both a theoretical and practical guide, placing emphasis on the theory that the consumer is a co-creator in a brand`s identity.
Автор: Michael Beverland, Pinar Cankurtaran Название: Brand Management: Co-creating Meaningful Brands ISBN: 1529616972 ISBN-13(EAN): 9781529616972 Издательство: Sage Publications Цена: 7920.00 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание: This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today.
The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely.
Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences.
This textbook is essential reading for all students studying branding and brand management at university level.
Michael Beverland is Professor of Brand Marketing at University of Sussex Business School.
Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.
Автор: Lee, Kiefer; Carter, Steve Название: Global Marketing Management ISBN: 0199609705 ISBN-13(EAN): 9780199609703 Издательство: Oxford Academ Рейтинг: Цена: 12829.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Автор: Rosenbaum-Elliott, Richard; Percy, Larry; Pervan, Название: Strategic Brand Management ISBN: 019956521X ISBN-13(EAN): 9780199565214 Издательство: Oxford Academ Рейтинг: Цена: 6176.00 р. Наличие на складе: Поставка под заказ.
Автор: Lambin, Jean-Jacques Schuiling, Isabelle Название: Market-Driven Management 3/e ISBN: 0230276024 ISBN-13(EAN): 9780230276024 Издательство: Springer Рейтинг: Цена: 9921.00 р. Наличие на складе: Поставка под заказ.
Описание: Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth.New to this edition:- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn- Broad international perspective - Thoroughly revised to reflect the latest academic thinking and researchWith its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Автор: Aaker, David A Название: Strategic market management, 1 ed ISBN: 0470689757 ISBN-13(EAN): 9780470689752 Издательство: Wiley Рейтинг: Цена: 8546.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses.
Автор: Zarantonello Lia Название: Handbook of Brand Management Scales ISBN: 041574296X ISBN-13(EAN): 9780415742962 Издательство: Taylor&Francis Рейтинг: Цена: 9645.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.
Автор: Woodburn Название: Key Account Management: The Definitive Guide, 3rd Edition ISBN: 047097415X ISBN-13(EAN): 9780470974155 Издательство: Wiley Рейтинг: Цена: 6170.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts.
Автор: Heding Tilde Название: Brand Management ISBN: 113880469X ISBN-13(EAN): 9781138804692 Издательство: Taylor&Francis Рейтинг: Цена: 6889.00 р. Наличие на складе: Поставка под заказ.
Описание: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Автор: Sandra Bell Название: International Brand Management of Chinese Companies ISBN: 3790825492 ISBN-13(EAN): 9783790825497 Издательство: Springer Рейтинг: Цена: 29209.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a `passive` role in the global division of - bor.
Автор: Kotler Название: B2B Brand Management ISBN: 3540253602 ISBN-13(EAN): 9783540253600 Издательство: Springer Рейтинг: Цена: 5583.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This is one of the first books to probe deeply into the art and science of branding industrial products. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
