Description |
373 pages : illustrations ; 24 cm |
Contents |
1. Competition and cooperation -- Pt. I. Theories -- 2. Theories of importance in BRM -- Pt. II. Horizontal competition -- 3. Horizontal competition -- 4. The Colgate brand - development on a mature market -- 5. The Daim brand - in search of brand identity -- Pt. III. Vertical competition -- 6. Vertical competition -- 7. The ICA master brand - change processes -- 8. The ICA Nara subbrand -- Pt. IV. Analysis and conclusions -- 9. Brand relations management : bridging the gap between brand promise and brand delivery |
Bibliography |
Includes bibliographical references (pages 361-370) and index |
Subject |
Branding (Marketing)
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Brand name products.
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Author |
Back, Rolf, 1944-
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LC no. |
00002607 |
ISBN |
8763001217 Rest of the world paperback |
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8279351434 Norway paperback |
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