Contemporary brand management / Johny K. Johansson, Kurt A. Carlson, Georgetown University, McDonough School of Business.
Publisher: Thousand Oaks, CA : SAGE Publications, Inc., 2015Copyright date: ©2015Description: xi, 259 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781452242873; 1452242879; 1483311961; 9781483311968Subject(s): Branding (Marketing) -- Management | Strategic planningDDC classification: 658.8/27 LOC classification: HF 5415.1255 | .J64 2015Other classification: QP 624
Contents:
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.
| Item type | Current library | Class number | Status | Date due | Barcode | Item reservations |
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Fischer Hall Library Main shelves | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Available | B014095 | ||
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Fischer Hall Library Main shelves | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Available | B014096 | ||
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Fischer Hall Library Reference | HF5415.1255. J64 2015 (Browse shelf(Opens below)) | Not for loan | B012725 |
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| HF5415. M8348 2012 Ethics in marketing : | HF5415.1255. G86 2008 Harry Potter : the story of a global business phenomenon / | HF5415.1255. J64 2015 Contemporary brand management / | HF5415.1255. J64 2015 Contemporary brand management / | HF5415.32. C6592 The Consumer society reader | HF5415.32. M36 2013 The human brand : | HF5415.33. E542L667 2000 Shopping for pleasure : |
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Includes bibliographical references and index.
Branding fundamentals -- How brands work -- Brand equity and brand value -- Brand positioning -- Building a new brand -- Branding strategies -- Managing an established brand -- Brand extension -- International brand expansion -- Brand acquisition and portfolios -- New branding applications -- Summary and new extensions -- References.