Aktion	Zweigstelle	Standorte	Status	Frist	Vorbestellungen
Vorbestellen	Zweigstelle: 07., Urban-Loritz-Pl. 2a	Standorte: GW.BAB FS.E De Ch / College 6e - Englisch	Status: Entliehen	Frist: 28.05.2024	Vorbestellungen: 0

 

Verlagstext:

Seeing the world's biggest brands gain ground over global markets, you can't deny that the 36,000 students in Europe studying marketing will never understand their subject without knowing how branding works. This is THE definitive introductory textbook in this crucial topic, an already hugely respected title and big seller in the field. It comes highly illustrated with over 50 brand-new, real examples of influential marketing campaigns. The rigor of this book is balanced with learning outcomes, summaries, case studies and activities: even novices to the world of branding can rely on this book to get them up to speed. This is the book that lecturers rely on to get their students thinking critically and strategically about brand. (Verlagstext)

Aus dem Inhalt:

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