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The challenges facing brand managers today /

This ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory an...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Guzmán, Francisco, Iglesias, Oriol
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Bradford] : Emerald Insight, 2012.
Colección:Journal of Product & Brand Management: Volume 21, Issue 6.
Temas:
Acceso en línea:Texto completo
Descripción
Sumario:This ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory and multi-experiential brand interactions. A wide variety of current issues are addressed, from the increasingly important aspect of brand impact to the long-lasting experiences that organizations seek in order to achieve brand success in the global marketplace.
Descripción Física:1 online resource (pages [386]-488.)
Bibliografía:Includes bibliographical references.
ISBN:9781781903629
178190362X
1283991241
9781283991247