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Brand positioning connecting marketing strategy and communications
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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Brand positioning : connecting marketing strategy and communications/ Erik Kostelijk, Karel Jan Alsem. |
| 개인저자 | Kostelijk, Erik,author. Alsem, K. J.,author, |
| 형태사항 | 1 online resource (vii, 254 pages). |
| 기타형태 저록 | Print version: Kostelijk, Erik. Brand positioning. New York : Routledge, 2020 9780367250119 |
| ISBN | 9780429285820 0429285825 1000025063 9781000024944 1000024946 9781000025002 1000025004 9780367250119 036725011X 9780367250195 0367250195 9781000025064 |
| 기타표준부호 | 10.4324/9780429285820doi |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Part I: Foundations 1. Relevance of Brand Positioning. -- 2. Essentials of Brand Positioning. -- Part II: The Creation of the Brand Positioning Strategy: & 3. Customer Needs and Customer Values. -- 4. Brand Image and Brand Values. -- 5. Brand Identity. -- 6. Brand Positioning: Mindshare and Heartshare. -- Part III: The Implementation of the Brand Positioning Strategy: 7. Brand Positioning and Communication. -- 8. Brand Positioning and Brand Architecture. -- 9. Brand Positioning, Brand Names, and Visual Design. -- 10. Brand Positioning and Employees. |
| 요약 | "Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity, brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. Online resources to aid leaning include an instructor's manual, test bank with case material and multiple-choice questions, and PowerPoint slides"-- |
| 해제 | Provided by publisher |
| 일반주제명 | Branding (Marketing) Strategic planning. Strate?gie de marque. Planification strate?gique. branding. BUSINESS & ECONOMICS --Marketing --General. Branding (Marketing) Strategic planning. |
| 언어 | 영어 |
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