Brand Positioning - Connecting Marketing Strategy and Communications

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    Brand Positioning - Connecting Marketing Strategy and Communications

    06. feb 2020
    ( 0 )
    ISBN/EAN:P_9780367250195
    Redna cena: 63,32 €

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    Opis

    Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.


    254 pages, 61 Line drawings, color; 59 Halftones, black and white; 17 Tables, black and white; 61 Il

    O avtorju

    -Karel Jan (Hanze University of Applied Sciences Alsem-

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