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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| 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 |
MARC
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| 245 | 0 | 4 | |a The challenges facing brand managers today / |c guest editors, Francisco Guzmán and Oriol Iglesias. |
| 260 | |a [Bradford] : |b Emerald Insight, |c 2012. | ||
| 300 | |a 1 online resource (pages [386]-488.) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Journal of Product & Brand Management: Volume 21, Issue 6 | |
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective. | |
| 520 | |a 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. | ||
| 546 | |a English. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a New products |x Management. | |
| 650 | 0 | |a New products |x Marketing. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Advertising |x Brand name products. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Produits de marque |x Publicité. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Advertising |x Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a New products |x Management |2 fast | |
| 650 | 7 | |a New products |x Marketing |2 fast | |
| 700 | 1 | |a Guzmán, Francisco. | |
| 700 | 1 | |a Iglesias, Oriol. | |
| 758 | |i has work: |a The challenges facing brand managers today (Text) |1 https://id.oclc.org/worldcat/entity/E39PCYqHCXGmyXB4mjXxBq8jYP |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | |z 9781781903612 | |
| 776 | 0 | |z 9781781903629 | |
| 830 | 0 | |a Journal of Product & Brand Management: Volume 21, Issue 6. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1123416 |z Texto completo |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH25070595 | ||
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