Positioning the brand : an inside-out approach
Rik Riezebos and Jaap van der Grinten
| Year of publication: |
2012
|
|---|---|
| Authors: | Riezebos, Hendrik Jan |
| Other Persons: | Grinten, Jaap van der (contributor) |
| Publisher: |
Abingdon, Oxon : Routledge, |
| Subject: | Markenartikel | Brand | Markenführung | Brand management | Produktmanagement | Product management | Markenpolitik |
| Description of contents: |
1. Introduction -- 2. Corporate identity (step 1) -- 3. Brand architecture (step 2) -- 4. Target group analysis (step 3) -- 5. Competitor analysis (step 4) -- 6. Choosing a market position (step 5).
|
| Extent: | 1 online resource (xv, 191 pages) |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references (pages [177]-180) and indexes. |
| ISBN: | 978-0-203-80248-9 ; 978-1-136-62705-7 ; 978-1-136-62709-5 ; 978-1-136-62710-1 ; 978-0-415-66518-6 ; 978-0-415-66519-3 |
| Other identifiers: | 10.4324/9780203802489 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014499321