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.
Автор: Sharp, Byron Название: How brands grow ISBN: 0195573560 ISBN-13(EAN): 9780195573565 Издательство: Oxford Academ Рейтинг: Цена: 8725.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Автор: Mark Margaret, Pearson Carol S., Mark Margaret Название: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes ISBN: 0071364153 ISBN-13(EAN): 9780071364157 Издательство: McGraw-Hill Рейтинг: Цена: 4275.00 р. Наличие на складе: Есть (1 шт.) Описание: Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.
Автор: Morgan, Adam Название: Eating the big fish ISBN: 0470238275 ISBN-13(EAN): 9780470238271 Издательство: Wiley Рейтинг: Цена: 4435.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
Автор: Aluisy Gabriel W. Название: Moving Targets: Creating Engaging Brands in an On-Demand World ISBN: 0990583201 ISBN-13(EAN): 9780990583202 Издательство: Неизвестно Рейтинг: Цена: 2062.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Young, Mark S. (Loughborough University, UK) Stanton, Neville A. Название: National Brands and Global Markets ISBN: 0367754975 ISBN-13(EAN): 9780367754976 Издательство: Taylor&Francis Рейтинг: Цена: 19906.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Between Brexit, efforts to `Make America great again` and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book argues that the history of `Made in` can be used to shed light on society at large.
Автор: Juan Carlos G?zquez-Abad; Francisco J. Mart?nez-L? Название: National Brands and Private Labels in Retailing ISBN: 3319071939 ISBN-13(EAN): 9783319071930 Издательство: Springer Рейтинг: Цена: 15372.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book presents latest findings on brand marketing in retail. In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. the new "retailing landscape", with special focus on fast moving consumer goods retailing;
Автор: S. Hart; J. Murphy Название: Brands ISBN: 0333659090 ISBN-13(EAN): 9780333659090 Издательство: Springer Рейтинг: Цена: 8384.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands.
Автор: Karin Pennemann Название: Retail Internationalization in Emerging Countries ISBN: 3834944912 ISBN-13(EAN): 9783834944917 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.
Автор: Marcos Ormeno; Prof. Dr. Ralph Berndt Название: Managing Corporate Brands ISBN: 3835007815 ISBN-13(EAN): 9783835007819 Издательство: Springer Рейтинг: Цена: 11179.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Publications bridging the gap between brand management and communication management very often focus on product brands. In his dissertation, the author uses corporate brands as the starting point rather than product brands. Both a - havioural approach (for the purposes of deductively developing a stimul- organism-response framework) and a managerial approach (for the purposes of developing a decision-making model for selecting corporate communication tools) are examined with the results of the behavioural analysis being integrated into the managerial analysis. The author succeeds in dealing with a ?eld seldom explored in such depth in marketing literature in an innovative way. The choice of subject stems from his position in the corporate marketing department of a global automotive company. I wish the book the wide readership it deserves. Prof. Dr. Ralph Berndt Preface In competition for prestige it seems only sensible to try to perfect our image rather than ourselves. That seems the most economical, direct way to produce the desired result. Accustomed to live in a world of pseudo-events, celebrities, dissolving forms, and shadowy but overshadowing images, we mistake our shadows for ourselves. To us they seem more real than reality. Why should they not seem so to others? Daniel Boorstin, The Image This research was initiated and completed during my ?ve-year tenure at the G- man-American automotive company DaimlerChrylser AG. The company funded and supported my participation in the doctoral programme of the University of Tubingen as an external doctoral candidate.
The athlete's guide to building a personal brand and a future beyond sports.
Athletes Are Brands Too teaches athletes at every level how to build a brand that can lead to success in life, regardless of what happens in their athletic career. One part road map, one part call to arms, this guide gives athletes the tools to build their influence, beat the odds, and leverage their athletic accomplishments well beyond sports.
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