| Description |
1 online resource (xxv, 483 pages) : illustrations |
| Contents |
Front Cover; Creating Powerful Brands; Copyright; Dedication; Contents; About the Authors; Preface; How to Use this Book to Achieve the Best Results; Acknowledgements; PART 1 -- Foundations of Brand Management; Chapter 1 Why it is Crucial to Create Powerful Brands; Chapter 2 Understanding the Branding Process; PART 2 -- Brand Management in Different Sectors; Chapter 3 How Consumers Choose Brands; Chapter 4 How Consumer Brands Satisfy Social and Psychological Needs; Chapter 5 Business-to-Business Branding; Chapter 6 Service Brands; Chapter 7 Retailer Issues in Branding |
| Summary |
This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: . Summarises the latest thinking and best practice in the domain of branding . All new real marketing campaigns show how branding theories are implemented in practice . Brought right up to date with a clear European and UK focus Undergraduate busin |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Brand name products.
|
|
Product management.
|
|
BUSINESS & ECONOMICS -- Advertising & Promotion.
|
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Brand name products
|
|
Product management
|
| Form |
Electronic book
|
| Author |
McDonald, Malcolm.
|
|
Wallace, Elaine.
|
| ISBN |
9781856178501 |
|
1856178501 |
|
