Positioning the Brand : an Inside-out Approach.

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from orga...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Van der Grinten, Jaap
Otros Autores: Riezebos, Rik
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Taylor & Francis, 2011.
Temas:
Product management.
Brand name products.
Branding (Marketing)
Produits commerciaux > Gestion.
Produits de marque.
Stratégie de marque.
branding.
Brand name products
Product management
Acceso en línea:Texto completo
Descripción
Sumario:Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has theref.
Descripción Física:1 online resource (206 pages)
ISBN:9780203802489
0203802489

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