INDICE: FOUNDATIONS OF BRAND MANAGEMENT. Why it is important to create powerful brands. Understanding the branding process. BRAND MANAGEMENT IN DIFFERENT SECTORS. How consumerschoose brands. How consumer brands satisfy social and psychological needs. Business to business branding. Service brands. Retailer issues in branding. WINNING THE BRANDS BATTLE. How powerful brands beat competitors. The challenge of developing and sustaining added values. Brand planning. Brand evaluation
- ISBN: 978-1-85617-849-5
- Editorial: Butterworth-Heinemann
- Encuadernacion: Rústica
- Páginas: 484
- Fecha Publicación: 01/12/2010
- Nº Volúmenes: 1
- Idioma: Inglés