Brand Management: Strategy, Measurement & Yield Analysis - Tapa dura

 
9781600219450: Brand Management: Strategy, Measurement & Yield Analysis
Tapa dura
ISBN 10: 1600219454 ISBN 13: 9781600219450
Editorial: Nova Science Publishers Inc, 2008

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

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

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Nova Science Publishers Inc
Año de publicación
2008
Idioma
Inglés
ISBN 10 
1600219454
ISBN 13 
9781600219450
Encuadernación
Tapa dura
Número de páginas
301
Editor
Rajagopal Ph.D.
Contacto del fabricante
no disponible
Persona responsable
no disponible