The definitive book of branding
ed. by Kartikeya Kompella
| Year of publication: |
2014
|
|---|---|
| Other Persons: | Kompella, Kartikeya (ed.) |
| Publisher: |
Los Angeles [u.a.] : Response Business Books, SAGE Publications India Pvt Ltd |
| Subject: | Markenführung | Brand management | Markenartikel | Brand | Unternehmen | Marke |
| Description of contents: | Table of Contents [gbv.de] |
| Published items: |
18 hits in ECONIS - Online Catalogue of the ZBW
|
| Extent: | XX, 408 S. Ill., graph. Darst. 24 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Sammelwerk ; Collection of articles of several authors |
| Language: | English |
| Notes: | Includes bibliographical references and index Formerly CIP. - Includes bibliographical references and index ForewordPreface ; Building blocks ; The essence of positioning / Al Ries Creating meaningful brands : how brands evolve from labels on products to icons of meaning / Mark Batey From niche to mainstream ; The power of words and stories / John Simmons All together now : the new and vital strategy of "community" / Douglas Atkin What it really means to be a challenger in today's world / Adam Morgan Building brand authenticity / Michael B. Beverland The most important brand question : how does it make them feel? / Daryl Travis Brands and innovation / Jean-Noel Kapferer Branding with a cause / Kartikeya Kompella Branding beyond marketing ; Living the brand / Nicholas Ind Employer brand management / Richard Mosley Global branding : strategy, creativity, and leadership / Sicco van Gelder Brand valuation : identifying and measuring the economic value creation of brands / Jan Lindemann Together we stand ; Co-branding / Tom Blackett The guide to co-creation / Clare Fuller and Arunima Kapoor Building brands on belief ; What Chatterjee said : designing brands from the inside out / Patrick Hanlon Passion brands: the extraordinary power of brand belief / Helen Edwards and Derek Day Lovemarks in the age of now / Kevin Roberts Index ; About the editor and contributors. |
| ISBN: | 81-321-1773-5 ; 978-81-321-1773-5 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010394125