Managing Brands (UK Higher Education Business Marketing)

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9780077117481: Managing Brands (UK Higher Education Business Marketing)

Offers a fresh look at brand management and strategy and the pivotal role of branding in business environment. Suitable for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed.

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Sylvie Laforet
Published by McGraw-Hill Education - Europe, United States (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education - Europe, United States, 2009. Paperback. Book Condition: New. Language: English . Brand New Book. Managing Brand: a Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today s business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle.Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today s brand manager, including: Brand equity - what brands are worth to companies and how they can be valued; Building brands and building the business - how brands contribute the success of corporations and companies; How branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. Bookseller Inventory # AA39780077117481

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Sylvie Laforet
Published by McGraw-Hill Education 2009-12-01, London (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education 2009-12-01, London, 2009. paperback. Book Condition: New. Bookseller Inventory # 9780077117481

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Sylvie Laforet
Published by McGraw-Hill Education - Europe
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education - Europe. Paperback. Book Condition: new. BRAND NEW, Managing Brands, Sylvie Laforet, Managing Brand: A Contemporary Perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today's business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle. Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today's brand manager, including: brand equity- what brands are worth to companies and how they can be valued; building brands and building the business- how brands contribute the success of corporations and companies; how branding has moved out of marketing and up the corporate agenda, becoming a strategic issue that concerns senior managers and business leaders; and the role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. Bookseller Inventory # B9780077117481

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Laforet, Sylvie
Published by McGraw-Hill Education (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education, 2009. PAP. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # CM-9780077117481

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Sylvie Laforet
Published by McGraw-Hill Education - Europe, United States (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education - Europe, United States, 2009. Paperback. Book Condition: New. Language: English . Brand New Book. Managing Brand: a contemporary perspective takes a fresh new look at brand management and strategy and the pivotal role of branding in today s business environment. Written for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Clear and comprehensive coverage examines the naming, design and packaging of a brand, how brand images and messages are created, and the theory of positioning brands in the market. The text also tackles how to successfully extend brands and manage brand portfolios, and sustain brands throughout their life cycle. Informed by the latest research and developments in branding, this textbook also has an emphasis on the managerial, corporate and strategic decisions facing today s brand manager, including: * Brand equity- what brands are worth to companies and how they can be valued * Building brands and building the business- how brands contribute the success of corporations and companies * The role of brands in building corporate reputation- harnessing the power of social marketing and facing the challenges of ethical, environmental, and socially responsible branding. Bookseller Inventory # AA39780077117481

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Laforet, Sylvie
Published by McGraw-Hill Education - Europe (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education - Europe, 2009. Book Condition: New. 2009. Paperback. Looks at brand management and strategy and the pivotal role of branding in today's business environment. Suitable for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Num Pages: 560 pages, black & white illustrations. BIC Classification: KJMV7. Category: (U) Tertiary Education (US: College). Dimension: 260 x 195 x 22. Weight in Grams: 916. . . . . . . Bookseller Inventory # V9780077117481

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Sylvie Laforet
Published by McGraw-Hill Education / Europe, Middle East & Africa (2009)
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education / Europe, Middle East & Africa, 2009. Book Condition: New. book. Bookseller Inventory # ria9780077117481_rkm

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Laforet, Sylvie
Published by McGraw-Hill Education - Europe
ISBN 10: 0077117484 ISBN 13: 9780077117481
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Book Description McGraw-Hill Education - Europe. Book Condition: New. 2009. Paperback. Looks at brand management and strategy and the pivotal role of branding in today's business environment. Suitable for students of branding at undergraduate and postgraduate levels, this book provides students with an incisive account of how successful brands are created, built and managed. Num Pages: 560 pages, black & white illustrations. BIC Classification: KJMV7. Category: (U) Tertiary Education (US: College). Dimension: 260 x 195 x 22. Weight in Grams: 916. . . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780077117481

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Book Description Book Condition: New. Depending on your location, this item may ship from the US or UK. Bookseller Inventory # 97800771174810000000

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Book Description McGraw-Hill Education, 2009. Paperback. Book Condition: New. book. Bookseller Inventory # 0077117484

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