Brand Management: Strategy, Measurement and Yield Analysis: Strategy, Measurement & Yield Analysis - Hardcover

Rajagopal

 
9781600219450: Brand Management: Strategy, Measurement and Yield Analysis: Strategy, Measurement & Yield Analysis
Hardcover
ISBN 10: 1600219454 ISBN 13: 9781600219450
Verlag: Nova Science Publishers Inc, 2008

Inhaltsangabe

Building a powerful brand requires determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits and the psychological or emotional benefits of the products. This notion may be described as what 'value' means to a typical loyal customer; and what, ultimately, is the essential nature and character of the brand over time. Brand Management is an advanced marketing course that will prepare students to lead a brand-centred marketing team in the consumer products/services arena. The emphasis in the book is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgement, and a marketplace that is fast-changing. Innovative and groundbreaking ways of thinking about branding are constantly developing and brand architecture is anew strategic process evolved in this field.

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Über die Autorin bzw. den Autor

Rajagopal, Ph.D. is a Professor and National Researcher, EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico.

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Verlag
Nova Science Publishers Inc
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
1600219454
ISBN 13 
9781600219450
Einband
Gebundene Ausgabe
Anzahl der Seiten
301
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar