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Brand management : Principles and Practices /
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. Divid...
| 第一著者: | |
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| フォーマット: | Printed Book |
| 言語: | English |
| 出版事項: |
New Delhi:
OUP,
2012.
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| 主題: |
| 要約: | 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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| 記述事項: | Each chapter is linked with the CD and contains videos and presentations that explain the key concepts and includes exercises(s) for enhancing decision-making abilities. -- Back cover. |
| 物理的記述: | xxiii, 455 pages : ill. ; 24 cm. |
| 書誌: | Includes bibliographic references and index. |
| ISBN: | 9780198069867 |