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Strategic Brand Management and Development /
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Routledge,
2020.
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| Edición: | 1st edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 520 | |a Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry , Juventus F.C. , Pukka Herbs , YO! , and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society. | ||
| 542 | |f Copyright © Routledge 2021 |g 2021 | ||
| 550 | |a Made available through: Safari, an O'Reilly Media Company. | ||
| 588 | 0 | |a Online resource; Title from title page (viewed December 30, 2020). | |
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| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Product management. | |
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| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
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| 650 | 7 | |a Branding (Marketing) |2 fast |0 (OCoLC)fst01743755 | |
| 650 | 7 | |a Product management. |2 fast |0 (OCoLC)fst01078225 | |
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