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Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.
Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding.
Erscheinungsjahr: | 2010 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Taschenbuch |
Seiten: | 392 |
Inhalt: | Einband - flex.(Paperback) |
ISBN-13: | 9781856177733 |
ISBN-10: | 1856177734 |
Sprache: | Englisch |
Einband: | Kartoniert / Broschiert |
Autor: | De Chernatony, Leslie |
Hersteller: | Taylor & Francis Ltd |
Maße: | 225 x 153 x 25 mm |
Von/Mit: | Leslie De Chernatony |
Erscheinungsdatum: | 18.03.2010 |
Gewicht: | 0,567 kg |
Leslie de Chernatony is Professor of Brand Marketing at the University of Lugano, Switzerland; Honorary Professor of Brand Marketing at Aston University, UK and Managing Partner at Brands Box Marketing and Research Consultancy.
Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding.
Erscheinungsjahr: | 2010 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Taschenbuch |
Seiten: | 392 |
Inhalt: | Einband - flex.(Paperback) |
ISBN-13: | 9781856177733 |
ISBN-10: | 1856177734 |
Sprache: | Englisch |
Einband: | Kartoniert / Broschiert |
Autor: | De Chernatony, Leslie |
Hersteller: | Taylor & Francis Ltd |
Maße: | 225 x 153 x 25 mm |
Von/Mit: | Leslie De Chernatony |
Erscheinungsdatum: | 18.03.2010 |
Gewicht: | 0,567 kg |