Articles liés à Building Brand Without Mass Media: Efficient and effective...

Building Brand Without Mass Media: Efficient and effective tools of Brand Building - Couverture souple

Patel, Naresh

 
9783843385138: Building Brand Without Mass Media: Efficient and effective tools of Brand Building
Couverture souple
ISBN 10 : 3843385130 ISBN 13 : 9783843385138
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

"A product is something that is made in factory: a brand is something that is bought by a customer. A product can be copied by a competitor: a brand is unique. A product can be quickly outdated: a successful brand is timeless". (Stephen King) At one time, mass-media advertising primarily did brand building, and the advertising agency was often the dominant player, but now a day's mass-media advertising is ineffective and Costly. Fragmentation and rising costs are already inhibiting marketing through traditional mass media like television. The new communication channels are giving option to bypass mass media advertising for building strong brand. We work in an age when a sweeping revolution brought about by the convergence of telephone and computer technologies is irrevocably changing the commercial landscape. Today, companies in every category are ready to strike out in the new directions. We are taking here one of those revolutionary approach i.e. "Building Brand without mass-media".

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

Présentation de l'éditeur

"A product is something that is made in factory: a brand is something that is bought by a customer. A product can be copied by a competitor: a brand is unique. A product can be quickly outdated: a successful brand is timeless". (Stephen King) At one time, mass-media advertising primarily did brand building, and the advertising agency was often the dominant player, but now a day's mass-media advertising is ineffective and Costly. Fragmentation and rising costs are already inhibiting marketing through traditional mass media like television. The new communication channels are giving option to bypass mass media advertising for building strong brand. We work in an age when a sweeping revolution brought about by the convergence of telephone and computer technologies is irrevocably changing the commercial landscape. Today, companies in every category are ready to strike out in the new directions. We are taking here one of those revolutionary approach i.e. "Building Brand without mass-media".

Biographie de l'auteur

Naresh Patel is Professor of Marketing and Head of the Department at Centre for Management Studies, Dharmsinh Desai University, Gujarat. He holds bachelor's degree in Electronics Engineering, Post graduate and Ph D in Management. He teaches MBA courses on Marketing Management,and Strategic Brand Management. He is recognized doctoral guide.

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

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3843385130
ISBN 13 
9783843385138
Reliure
Broché
Nombre de pages
228
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
4950000000000
info@krega-onlinehandel.de

Birkenweg 31
Brakel
33034
Allemagne