Positioning the Brand: An Inside-Out Approach - Couverture souple

Riezebos, Rik

 
9780415665193: Positioning the Brand: An Inside-Out Approach
Couverture souple
ISBN 10 : 0415665191 ISBN 13 : 9780415665193
Editeur : Routledge, 2011

Synopsis

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.

Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support.

This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Rik Riezebos is the Managing Director of EURIB/European Institute for Brand Management, the Netherlands, and is the Managing Consultant of Brand Capital, the Netherlands.

Jaap van der Grinten is Lecturer and Research Fellow at Inholland University, the Netherlands.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2011
Langue
anglais
ISBN 10 
0415665191
ISBN 13 
9780415665193
Reliure
Broché
Numéro d'édition
1
Nombre de pages
208
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Allemagne

Autres éditions populaires du même titre

9780415665186: Positioning the Brand: An Inside-out Approach

Edition présentée

ISBN 10 :  0415665183 ISBN 13 :  9780415665186
Editeur : Routledge, 2011
Couverture rigide