Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets (CIM Professional Development) - Softcover

Chernatony, L.De; McDonald, Malcolm

 
9780750606608: Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets (CIM Professional Development)
Softcover
ISBN 10: 0750606606 ISBN 13: 9780750606608
Verlag: Butterworth-Heinemann Ltd, 1992

Inhaltsangabe

Companies have recognized the balance sheet value of brands. There is however still confusion about branding as a marketing tool where many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book clarifies the nature and power of brands.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Críticas

`You have succeeded in demystifying the subject of branding...'
John Pain, Marketing Director, Fox's Biscuits
`...a fresh and stimulating perspective on the challenges confronting brand marketers.' Simon Majaro, Strategic Management Learning
`Good coverage. Very useful on retailer as brand.'
Lecturer, University of Bradford Management Centre.
`The checklists at the end of each chapter are useful prompts...'
Public Relations, January 1993
'This excellent book will appeal to students and practitioners alike and is a credit to its authors.'
The Journal of Brand Management, December 1995

Reseña del editor

When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.
When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Butterworth-Heinemann Ltd
Erscheinungsdatum
1992
Sprache
Englisch
ISBN 10 
0750606606
ISBN 13 
9780750606608
Einband
Tapa blanda
Anzahl der Seiten
282
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar