Creating powerful brands

書誌事項

Creating powerful brands

Leslie de Chernatony, Malcolm McDonald and Elaine Wallace

Routledge, 2013, c2011

4th ed

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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. In this influential textbook, de Chernatony, McDonald & Wallace * Summarise the latest thinking and best practice in the domain of branding * Show how branding theories are implemented in practice with all new real marketing campaigns * Bring the story up-to-date with a clear European focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

目次

1. Why it is important to create powerful brands 2. Understanding the branding process 3. How consumers choose brands 4. How consumer brands satisfy social and psychological needs 5. Business to business branding 6. Service brands 7. Retailer issues in branding 8. Brands on the internet 9. How powerful brands beat competitors 10. The challenge of developing and sustaining added values 11. Brand planning 12. Brand evaluation

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詳細情報

  • NII書誌ID(NCID)
    BC16409146
  • ISBN
    • 9781856178495
  • 出版国コード
    uk
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    London
  • ページ数/冊数
    xxv, 483 p.
  • 大きさ
    24 cm
  • 分類
  • 件名
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