Creating Powerful Brands (Volume 1)

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9781856178495: Creating Powerful Brands (Volume 1)

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns.

In this influential textbook, de Chernatony, McDonald & Wallace:

· Summarise the latest thinking and best practice in the domain of branding
· Show how branding theories are implemented in practice with all new real marketing campaigns
· Bring the story up-to-date with a clear European focus

Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

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

About the Author :

Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.

Malcolm McDonald is Emeritus Professor of Marketing at Cranfield University, UK

Elaine Wallace is Lecturer in Marketing at the National University of Ireland, Galway

Review :

'Creating a powerful brand is a journey not a destination. This book is the definitive road map. Whether you are new to branding, an experienced brand manager or a senior executive wishing to keep abreast of the changing brand environment this book should be permanently on your desk.' - Anthony Thomson, Co-founder, Metro Bank; Chairman, the Financial Services Forum

'As a textbook that brings together the theory and examples of how branding works in practice, it really can’t be bettered.' - Loyalty Magazine

'[A] classic ... an invaluable brand in itself.' - Veronika V. Tarnovskaya, Journal of Brand Management

'An excellent book. It is well written, perfectly structured, full of knowledge with an invisible power to professionally and artistically acquaint the reader to the world of brands. I strongly recommend it for consultants, marketing managers, business managers, college professors and students.' - Dr Yannis Suvatjis, Athens Graduate School of Management

'An exemplar testimony of an enduring brand, which retains crispness and relevance to brand managers and academics. de Chernatony’s authenticity in incorporating new developments in customer co-creation of brands, brand adaptability, service employees as brand ambassadors and many other innovations reflects his own leading cutting-edge role in extending the brand literature domain.' - Bill Merrilees, Griffith University, Australia

'A book that all serious brand managers will wish to frequently refer to and to have close at hand.' - John M.T. Balmer, Brunel University & University of Bradford, UK

'A wide-ranging survey of theory and practice has now been brought bang up-to-date.' - Robert Jones, Wolff Olins and Norwich Business School

'Since its launch in 1992 this book has become a must have on the book shelf. In updating it has simply ensured it will retain that status for the next generation of brand owners and consultants' - Nick Kendall, Group Strategy Director, BBH Ltd

'Every business person should read this fresh, contemporar and inspiring book.' - Andrej Pompe, Brand Business School, Slovenia

‘Interesting, lively and inspiring to read, [the book] is extremely well written and useful to branding professionals students’ – Robert D Green, Journal of Product and Brand Management

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

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Malcolm McDonald,Elaine Wallace,Leslie de Chernatony
Edité par Sterling/Routledge/Shroff Publishers & Distributors Pvt. Ltd. (2010)
ISBN 10 : 1856178498 ISBN 13 : 9781856178495
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Description du livre Sterling/Routledge/Shroff Publishers & Distributors Pvt. Ltd., 2010. Softcover. État : New. 4th edition. This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. In this influential textbook, de Chernatony, McDonald & Wallace: Summarise the latest thinking and best practice in the domain of branding Show how branding theories are implemented in practice with all new real marketing campaigns Bring the story up-to-date with a clear European focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works. Printed Pages: 482. N° de réf. du libraire 91627

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Description du livre taylor & francis. État : New. 1856178498 This is an International Edition. Brand New, Paperback, Delivery within 6-14 business days, Similar Contents as U.S Edition, ISBN and Cover design may differ, printed in Black & White. Choose Expedited shipping for delivery within 3-8 business days. We do not ship to PO Box, APO , FPO Address. In some instances, subjects such as Management, Accounting, Finance may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code/CD is not provided with these editions , unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. N° de réf. du libraire HO_9781856178495

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Malcolm McDonald,Elaine Wallace,Leslie de Chernatony
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Description du livre Sterling/Routledge/Shroff Publishers & Distributors Pvt. Ltd., 2010. Softcover. État : New. 4th edition. This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. In this influential textbook, de Chernatony, McDonald & Wallace: Summarise the latest thinking and best practice in the domain of branding Show how branding theories are implemented in practice with all new real marketing campaigns Bring the story up-to-date with a clear European focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works. Printed Pages: 482. N° de réf. du libraire 91627

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Description du livre Paperback. État : New. This is an International Edition Brand New Paperback Same Title Author and Edition as listed. ISBN and Cover design differs. Similar Contents as U.S Edition. Standard Delivery within 6-14 business days ACROSS THE GLOBE. We can ship to PO Box address in US. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" or "For sale in Asia only" or similar restrictions- printed only to discourage students from obtaining an affordable copy. US Court has asserted your right to buy and use International edition. Access code/CD may not provided with these editions. We may ship the books from multiple warehouses across the globe including Asia depending upon the availability of inventory. Printed in English. Customer satisfaction guaranteed. N° de réf. du libraire O_9781856178495

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de Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine
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Description du livre taylor & francis, 2010. Paperback. État : New. New ,International edition , softcover ,Same text as US edition , ISBN /Cover may be different , Ready to ship, 5-8 business days worldwide delivery. N° de réf. du libraire INFGYC1G2240

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de Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine
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