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The Science and Art of Branding
Af: Sandra E. Moriarty, Giep Franzen Engelsk Paperback
SPAR
kr 82
The Science and Art of Branding
Af: Sandra E. Moriarty, Giep Franzen Engelsk Paperback
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer''s intentions, external brand realities, and consumer''s brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer''s intentions, external brand realities, and consumer''s brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Produktdetaljer
Sprog: Engelsk
Sider: 558
ISBN-13: 9780765617910
Indbinding: Paperback
Udgave:
ISBN-10: 0765617919
Kategori: Salg og marketing
Udg. Dato: 1 okt 2008
Længde: 31mm
Bredde: 252mm
Højde: 177mm
Oplagsdato: 1 okt 2008
Forfatter(e) Sandra E. Moriarty, Giep Franzen


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 558


Udgave


Længde 31mm


Bredde 252mm


Højde 177mm


Udg. Dato 1 okt 2008


Oplagsdato 1 okt 2008

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