Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noel Kapferer.
The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of a strategy for responsible growth.
Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world.
This book connects a detailed analysis of Irn-Bru's brand identity over time to theories of national identity, consumer studies, and banal nationalism.
In diesem Buch erläutern ausgewiesene Digital-Profis, wie Unternehmen ihre Kunden zielsicher mobil in Sozialen Netzwerken erreichen und daraus den größtmöglichen Profit ziehen können.
Dieses Buch hilft Unternehmern und Marketers konkret beim Marken-Relaunch sowie bei der wertorientierten Markenführung im Alltag – so gelingt ein ROI-orientiertes Markenmanagement.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices.
Dieses Buch vermittelt umfassendes Wissen zu den sozialen Dynamiken und Prinzipien, die beim Markenaufbau und in der erfolgreichen Markenführung wirken.
Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics.
From bestselling author, racer and stunt driver Ben Collins - the man who was The Stig - comes a story of spies, speed and hard-driving genius: a driver's love letter to one of the world's best-loved machines.
Dieses Buch beschreibt alle Phasen eines Content-Marketing-Projekts und macht die systematische Umsetzung in der Praxis direkt anwendbar: Anhand seiner Methode „Content Marketing Excellence“ erläutert der Autor leicht nachvollziehbar, welche Schritte von der Planung über die Produktion und Vermarktung der Inhalte bis zur Erfolgsmessung von Bedeutung sind und welche Stakeholder in welcher Phase tätig werden müssen.
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.
From the authors of the internationally-bestselling business classic The Challenger Sale'A handbook of practices that will help you get into your customers' heads, deliver good value, and win the sale' Daniel H.
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers; i.
This book gathers new empirical findings fostering advances in the areas of communication design and branding, with a special emphasis of interdisciplinary approaches showing how to combine knowledge in those fields to improve businesses in a digital, global world.
Stefan Ivens beschäftigt sich mit grundlegenden Fragestellungen, die sich aus der Nutzung von sozialen Medien für Stakeholdergruppen wie Kunden, Mitarbeiter und Bewerber ergeben.
This book provides a practical, detailed, and well-documented guide that takes students and market researchers through all phases of developing and conducting global marketing research.
When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities.
