Articles liés à Branding in Action: Cases and Strategies for Profitable...

Branding in Action: Cases and Strategies for Profitable Brand Management - Couverture souple

Hankinson, Graham; Cowking, Philippa

 
9780077078126: Branding in Action: Cases and Strategies for Profitable Brand Management

Synopsis

This guide aims to cover every aspect of branding, drawing on case studies and reviews of literature, and applying researched information to practical strategies for implementation. The authors provide a consistent set of definitions, developed into a logical framework of the branding process. The case studies cover leading product, service and retail brands, such as Gordon's Gin and Sainsbury. The book is based on extensive interviews with marketing directors, product managers and sales promotion agencies.

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