Sylvie Laforet Managing Brands

ISBN 13 : 9780077117481

Managing Brands

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9780077117481: Managing Brands
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Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today’s business environment.Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today’s brand manager, including:
•Brand equity- what brands are worth to companies and how they can be valued
•Building brands and building the business- how brands contribute the success of corporations and companies •The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding.

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Sylvie Laforet
Edité par McGraw-Hill Education - Europe, United States (2009)
ISBN 10 : 0077117484 ISBN 13 : 9780077117481
Neuf(s) Paperback Quantité : 10
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(London, Royaume-Uni)
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Description du livre McGraw-Hill Education - Europe, United States, 2009. Paperback. État : New. 260 x 194 mm. Language: English . Brand New Book. Managing Brand: a Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today s business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle. Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today s brand manager, including: Brand equity - what brands are worth to companies and how they can be valued; Building brands and building the business - how brands contribute the success of corporations and companies; How branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. N° de réf. du libraire AA39780077117481

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Sylvie Laforet
Edité par McGraw-Hill Education - Europe
ISBN 10 : 0077117484 ISBN 13 : 9780077117481
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Description du livre McGraw-Hill Education - Europe. Paperback. État : new. BRAND NEW, Managing Brands, Sylvie Laforet, Managing Brand: A Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle. Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today's brand manager, including: brand equity- what brands are worth to companies and how they can be valued; building brands and building the business- how brands contribute the success of corporations and companies; how branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. N° de réf. du libraire B9780077117481

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Sylvie Laforet
ISBN 10 : 0077117484 ISBN 13 : 9780077117481
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Description du livre Paperback. État : New. Not Signed; Managing Brand: a Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how. book. N° de réf. du libraire ria9780077117481_rkm

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Sylvie Laforet
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ISBN 10 : 0077117484 ISBN 13 : 9780077117481
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Description du livre McGraw-Hill Education - Europe 2009-11-01, London, 2009. paperback. État : New. N° de réf. du libraire 9780077117481

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Laforet, Sylvie
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ISBN 10 : 0077117484 ISBN 13 : 9780077117481
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Description du livre McGraw-Hill Education - Europe, 2009. État : New. 2009. Paperback. Looks at brand management and strategy and the pivotal role of branding in today's business environment. Suitable for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Num Pages: 560 pages, black & white illustrations. BIC Classification: KJMV7. Category: (U) Tertiary Education (US: College). Dimension: 260 x 195 x 22. Weight in Grams: 916. . . . . . . N° de réf. du libraire V9780077117481

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Sylvie Laforet
Edité par McGraw-Hill Education - Europe, United States (2009)
ISBN 10 : 0077117484 ISBN 13 : 9780077117481
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Description du livre McGraw-Hill Education - Europe, United States, 2009. Paperback. État : New. 260 x 194 mm. Language: English . Brand New Book. Managing Brand: a Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today s business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today s brand manager, including: Brand equity - what brands are worth to companies and how they can be valued; Building brands and building the business - how brands contribute the success of corporations and companies; How branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. N° de réf. du libraire AA39780077117481

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Description du livre McGraw-Hill Education, 2009. PAP. État : New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. N° de réf. du libraire CM-9780077117481

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Laforet, Sylvie
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Description du livre McGraw-Hill Education - Europe. État : New. 2009. Paperback. Looks at brand management and strategy and the pivotal role of branding in today's business environment. Suitable for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Num Pages: 560 pages, black & white illustrations. BIC Classification: KJMV7. Category: (U) Tertiary Education (US: College). Dimension: 260 x 195 x 22. Weight in Grams: 916. . . . . . Books ship from the US and Ireland. N° de réf. du libraire V9780077117481

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Description du livre McGraw-Hill Higher Education, 2009. État : New. N° de réf. du libraire EH9780077117481

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