Brand Management: Strategy, Measurement and Yield Analysis - Couverture rigide

 
9781600219450: Brand Management: Strategy, Measurement and Yield Analysis
Couverture rigide
ISBN 10 : 1600219454 ISBN 13 : 9781600219450
Editeur : Nova Science Publishers Inc, 2008

Synopsis

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.

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À propos de l?auteur

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

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

Éditeur
Nova Science Publishers Inc
Date d'édition
2008
Langue
anglais
ISBN 10 
1600219454
ISBN 13 
9781600219450
Reliure
Relié
Nombre de pages
301
Éditeur
Rajagopal Ph.D.
Coordonnées du fabricant
non disponible
Personne responsable
non disponible