Автор: Doyle Charles Название: A Dictionary of Marketing ISBN: 0198736428 ISBN-13(EAN): 9780198736424 Издательство: Oxford Academ Рейтинг: Цена: 2612.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.
Автор: Kapferer Jean Noel Название: Luxury Strategy, 2 ed. ISBN: 0749464917 ISBN-13(EAN): 9780749464912 Издательство: Kogan Page Рейтинг: Цена: 10160.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical `anti-laws` of successful luxury brand management, with this ground-breaking book.
Название: Adding Value (RLE Marketing) ISBN: 1138793663 ISBN-13(EAN): 9781138793668 Издательство: Taylor&Francis Рейтинг: Цена: 22968.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Название: Brands ISBN: 1138787965 ISBN-13(EAN): 9781138787964 Издательство: Taylor&Francis Рейтинг: Цена: 24499.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook.
Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects.
This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer's lives and cultural discourse.
Автор: Batey Mark Название: Brand Meaning ISBN: 1138839426 ISBN-13(EAN): 9781138839427 Издательство: Taylor&Francis Рейтинг: Цена: 8114.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning.
Автор: Philip Gross Название: Growing Brands Through Sponsorship ISBN: 3658072490 ISBN-13(EAN): 9783658072490 Издательство: Springer Рейтинг: Цена: 9781.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: ГЇВїВЅ Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Hence, pairing with a co-sponsor might fortify or dilute a sponsor brand`s image depending on the expediency of the image conveyed by that ally.
Chapter 1: Marketing Brands in Africa: An Introduction
This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic.
Tentative Lead Contributor: Dr Samuelson Appau
PART 1: PRACTICAL PERSPECTIVES
Chapter 2: Branding Start-ups in Africa
There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the "Silicon Savannah" of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa.
Tentative Lead Contributor: Mr Sydney Sam
Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa
Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibбсez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images.
Tentative Lead Contributor: Mr Kevin Okyere
Chapter 4: Branding and Marketing Religious Organizations in Africa
It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an "incurably religious" culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion.
Tentative Lead Contributor: Professor Asonzeh Ukah
Chapter 5: Visit Africa: Place Branding in Africa
Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations.
Tentative Lead Contributor: Dr Arinze Nwoba
Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa
Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of
Автор: Posner, Harriet Название: Marketing Fashion ISBN: 1780675666 ISBN-13(EAN): 9781780675664 Издательство: Laurence King Рейтинг: Цена: 5008.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.
Автор: Saviolo Stefania Название: Lifestyle Brands ISBN: 1137285923 ISBN-13(EAN): 9781137285928 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
Автор: Hanover Daniel, Smith Kerry Название: Experiential Marketing ISBN: 1119145872 ISBN-13(EAN): 9781119145875 Издательство: Wiley Рейтинг: Цена: 3643.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago.
Автор: Jones Geoffrey G., Morgan Nicholas J. Название: Adding Value (Rle Marketing): Brands and Marketing in Food and Drink ISBN: 1138965936 ISBN-13(EAN): 9781138965935 Издательство: Taylor&Francis Рейтинг: Цена: 7042.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.
Название: Strong Brands, Strong Relationships ISBN: 1138786829 ISBN-13(EAN): 9781138786820 Издательство: Taylor&Francis Рейтинг: Цена: 26796.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Strong Brands, Strong Relationships is a new collection of innovative research and practitioner insights which builds on the foundations of the first book, but with darker themes at its centre: an exploration of the destructive and dysfunctional aspects of our complex relationships with brands.
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