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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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About the Author
Rajagopal, Ph.D. is a Professor and National Researcher, EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico.
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Brand Management: Strategy, Measurement and Yield Analysis: Strategy, Measurement & Yield Analysis
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Nova Science Publishers Inc, 2008
ISBN 10: 1600219454
ISBN 13: 9781600219450
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Brand Management
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ISBN 10: 1600219454
ISBN 13: 9781600219450
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Brand Management : Strategy, Measurement and Yield Analysis
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Brand Management
Published by
Nova Science Publishers Inc, 2008
ISBN 10: 1600219454
ISBN 13: 9781600219450
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Brand Management
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Nova Science Publishers Inc, 2013
ISBN 10: 1600219454
ISBN 13: 9781600219450
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Condition: New. Editor(s): Gopal, Raja. Num Pages: 301 pages, tables & charts. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 259 x 184 x 25. Weight in Grams: 826. . 2013. Hardcover. . . . . Seller Inventory # V9781600219450
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Brand Management
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ISBN 10: 1600219454
ISBN 13: 9781600219450
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Condition: New. Editor(s): Gopal, Raja. Num Pages: 301 pages, tables & charts. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 259 x 184 x 25. Weight in Grams: 826. . 2013. Hardcover. . . . . Books ship from the US and Ireland. Seller Inventory # V9781600219450
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Brand Management
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Brand Management
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Gebunden. Condition: New. 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 title emphasis. Seller Inventory # 596378975
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Brand Management : Strategy, Measurement & Yield Analysis
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ISBN 10: 1600219454
ISBN 13: 9781600219450
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Buch. Condition: Neu. Neuware - 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. Seller Inventory # 9781600219450