Jaywant Singh: Brand Management | Taschenbuch

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Sprache: Englisch

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Beschreibung

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Über den Autor

Jaywant Singh is Professor of Marketing and Head of the Digital and Data Driven Marketing Department at Southampton Business School, University of Southampton, UK. His research is in the areas of branding and consumer behaviour and focusses on examining how people react to brands espousing social causes, corporate brand crisis communication and the impact of social media and services. His work has been published in leading academic journals and he also regularly provides consultancy to organizations on branding and consumer behaviour-related issues.

Inhaltsverzeichnis

Chapter - 01: Brand - the concept and meanings; Chapter - 02: The evolution of branding; Chapter - 03: Research streams in branding; Chapter - 04: Brand features; Chapter - 05: Brand loyalty and brand equity; Chapter - 06: Brand positioning; Chapter - 07: Brand communication; Chapter - 08: Consumer-brand relationships; Chapter - 09: Brand extension; Chapter - 10: Brand alliance or co-branding; Chapter - 11: Brand portfolio management; Chapter - 12: Managing negative events for brands; Chapter - 13: Luxury branding; Chapter - 14: Sensory branding and neuromarketing; Chapter - 15: Branding on social media and digital brand analytics; Chapter - 16: Global and cross-cultural branding;

Erscheinungsjahr:	2024
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398611580
ISBN-10:	1398611581
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Singh, Jaywant Shukla, Paurav
Hersteller:	Kogan Page
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	244 x 170 x 22 mm
Von/Mit:	Jaywant Singh (u. a.)
Erscheinungsdatum:	28.05.2024
Gewicht:	0,88 kg

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