Positioning the Brand
Language: English
Published by Taylor & Francis Group, 2011
- Softcover
- New
Seller: Majestic Books, Hounslow, United KingdomMajestic Books
AbeBooks seller since January 19, 2007
Condition: New
£ 63.81
Quantity: 3 available
Add to basketItem description from seller
pp. 210 422:B&W 5.5 x 8.5 in or 216 x 140 mm (Demy 8vo) Perfect Bound on White w/Matte Lam This item is printed on demand.
Seller Inventory # 5523061
- Title
- Positioning the Brand
- Author
- Van Der Grinten Jaap Riezebos Rik
- Publisher
- Taylor & Francis Group
- Publication year
- 2011
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0415665191
- ISBN 13
- 9780415665193
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.
Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support.
This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
"Synopsis" may belong to another edition of this title.
About the Author
Rik Riezebos is the Managing Director of EURIB/European Institute for Brand Management, the Netherlands, and is the Managing Consultant of Brand Capital, the Netherlands.
Jaap van der Grinten is Lecturer and Research Fellow at Inholland University, the Netherlands.
"About the title" may belong to another edition of this title.
Majestic Books
Hounslow, United Kingdom
AbeBooks seller since January 19, 2007
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