Strategic Brand Management

Sprache: Englisch

Verlag: Oxford University Press, United Kingdom, Oxford, 2018

019879780X / 9780198797807

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Artikelbeschreibung des Verkäufers

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider brands as truly sociocultural phenomena. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and the strategies they employ to compete for consumer loyalty. Written by international experts in the field, the book draws on contemporary sociology, anthropology, and social theory, but the authors' wide experience of consulting and teaching ensure that these complex and exciting ideas are firmly grounded in managerial implications and applications. Diverse and dynamic examples-from the pull of the latest Samsung phone to the British associations with tea, from Diesel's social brand positioning to Nintendo's use of brand nostalgia-are accompanied by adverts and images from the global campaigns to bring the concepts and theories to life. End-of-chapter case studies provide longer illustrations of the application of branding and challenge students to question company practices and apply the theoretical ideas they have learned through the chapter. The definitions and ideas used in the study of branding are distilled into 'Key Concepts', listed at the start of chapters and revisited within chapters, which summarise the essential points. A clear structure, diagrams of branding models, discussion questions, and a compact format ensure the book is accessible as well as applied. As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry. This textbook is accompanied by the following online resources: For students: Web exercises Web links Video links For lecturers: PowerPoint slides Resource box. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.…

Bestandsnummer des Verkäufers GOR009905451

Titel
Strategic Brand Management
Autor
Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Consumer Research, University of Bath, School of Management)
Verlag
Oxford University Press, United Kingdom, Oxford
Erscheinungsjahr
2018
Zustand
Very Good
Einband
Paperback
Sprache
Englisch
ISBN-10
019879780X
ISBN-13
9780198797807
Auflage
4. Auflage
Artikelgewicht
821 Gramm
Abmessungen
190.0 x 245.0

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