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Brand Positioning: Connecting Marketing Strategy and Communications - Hardcover

Kostelijk, Erik; Alsem, Karel Jan

 
9780367250119: Brand Positioning: Connecting Marketing Strategy and Communications
Hardcover
ISBN 10: 036725011X ISBN 13: 9780367250119
Verlag: Routledge, 2020

Inhaltsangabe

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. The book works step-by-step through the creation of an effective marketing strategy.

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Über die Autorin bzw. den Autor

Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.

Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).

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Verlag
Routledge
Erscheinungsdatum
2020
Sprache
Englisch
ISBN 10 
036725011X
ISBN 13 
9780367250119
Einband
Gebundene Ausgabe
Anzahl der Seiten
264
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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