Автор: Lindemann, Jan Название: Economy of brands ISBN: 0230232507 ISBN-13(EAN): 9780230232501 Издательство: Springer Рейтинг: Цена: 51230.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
Автор: Rivkin, Steve;Sutherland, Fraser;Trout, Jack Название: The Making of a Name: The Inside Story of the Brands We Buy ISBN: 0195168720 ISBN-13(EAN): 9780195168723 Издательство: Oxford Academ Рейтинг: Цена: 27450.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: 'The Making of a Name: The Inside Stories of the Brands We Buy' shows how and why brand names make their place in our language. They show how brand names differ from other names, and what goes into making a good name good and a bad name terrible. It provides a history of brand naming and a how-to.
Автор: Schroeder Jonathan Название: From Chinese Brand Culture to Global Brands ISBN: 1137276347 ISBN-13(EAN): 9781137276346 Издательство: Springer Рейтинг: Цена: 55890.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China`s greatest brands are poised for global dominance.
Название: Brands ISBN: 1138787965 ISBN-13(EAN): 9781138787964 Издательство: Taylor&Francis Рейтинг: Цена: 163330.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook.
Organised into four perspectives - cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects.
This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer's lives and cultural discourse.
Автор: Jackson Daniel Название: Hit Brands ISBN: 1137271477 ISBN-13(EAN): 9781137271471 Издательство: Springer Рейтинг: Цена: 46570.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Companies and agencies spend vast amounts of money to advertise and brand products and music has been an important part of this. This book assesses how from selecting sound and music for individual products and adverts many large companies have moved to develop a music strategy to align their brand and create emotional impact.
Автор: Jesko Perrey,Tjark Freundt,Dennis Spillecke Название: Power Brands: Measuring, Making, and Managing Brand Success ISBN: 3527507817 ISBN-13(EAN): 9783527507818 Издательство: Wiley Рейтинг: Цена: 36910.00 T Наличие на складе: Поставка под заказ. Описание: Starke Marken sind kein Zufallsprodukt. Wie sich Markenerfolg systematisch messen, machen und managen lasst, erfahren Sie in dem erfolgreichen Buch "Power Brands", jetzt in der zweiten, uberarbeiteten und erweiterten Auflage. Gemeinsam mit fuhrenden Experten entwickelten die Autoren das bereits vielfach erprobte BrandMatics?-Konzept.
Автор: Romaniuk Jenni, Sharp Byron Название: How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands ISBN: 0195596269 ISBN-13(EAN): 9780195596267 Издательство: Oxford Academ Рейтинг: Цена: 26390.00 T Наличие на складе: Невозможна поставка. Описание: Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.
Автор: Sharp Byron Название: How Brands Grow ISBN: 0190304936 ISBN-13(EAN): 9780190304935 Издательство: Oxford Academ Рейтинг: Цена: 42240.00 T Наличие на складе: Невозможна поставка. Описание: This value pack contains international best seller, How Brands Grow: What Marketers Dont Know and the follow up, How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables.
Автор: Stephen Brown Название: Brands and Branding ISBN: 1473919517 ISBN-13(EAN): 9781473919518 Издательство: Sage Publications Рейтинг: Цена: 117210.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.
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