Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.
Published by Kogan Page Publishers on 07/17/2019
Book details: 560 pages.
This book explains digital branding and how to implement it in the current marketplace.
Published by McGraw Hill Professional on 09/07/2000
Book details: 318 pages.
Published by Springer
Book details: 318 pages.
Published by John Wiley & Sons on 04/07/2003
Book details: 260 pages.
In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging media, Digital Engagement shows marketers how to: stop burning money on web advertising campaigns that don't deliver • tweak websites to improve conversions and traffic flow • master proven strategies for consumer-generated media to generate buzz and improve brand recognition Featuring case studies from companies like Toyota and Tommy Hilfiger as well as lists of key vendors for online marketing software, this is the only book that offers a truly comprehensive guide to all of the new online marketing tools.
Published by AMACOM Div American Mgmt Assn on 01/14/2009
Book details: 256 pages.
The "R" in the word "rewired" appears as the patent mark.
Published by John Wiley & Sons on 11/06/2012
Book details: 230 pages.
This book summarises the latest thinking and best practice in the domain of branding All new real marketing campaigns show how branding theories are implemented in practice Brought right up to date with a clear European and UK focus
Published by Routledge on 09/28/2010
Book details: 483 pages.
Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market. Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market.
Published by Cengage Learning EMEA on 07/17/2019
Book details: 307 pages.
Practically every single individual today loves social media, and perhaps most of us can't live without it. There is some truth about it being an essential part of life, but not all people know how important it is when it comes to building your brand. Social media isn't just for fun, social interaction, and keeping up to date with the latest news and trends. It can also be a very powerful tool for online branding. In this guide, you will see: - How to define the rules - The importance of a name - How to use publicity to your advantage - The importance of keeping your company name separate from your product names. - Social marketing strategies to expand your brand's exposure - Why you don't' want to be a stuck up brand? - When to think locally and when to think globally - And more... Being a company, you are to make the most out of your product or brand. It means you need to program it to be the best it can be. The good thing is you are in complete control on that aspect of your business endeavor. In fact, you get control over the kind of image your brand wants to be known for as well as the kind of message you want to send out to your customers. But then again, you cannot forget the fact that it is the consumers that will always have the last word in determining if your brand will become a success or not. This is the reason why it is very important to be sure you are holding and conducting focus groups and surveys. These are effective means of getting information back from the people who are likely to purchase what you are offering. It is your utmost responsibility to place priority on the creation and sustenance of an authentic and relevant presence online. You will have to understand that social space is noisy in general. The trash is increasingly growing in it. That is why people and the brands they promote who will succeed are those who provide the ideal alternative to the noise and trash. Being a brand marketer and an avid promoter of social media ethics, yo
Published by Speedy Publishing LLC on 04/03/2014
Book details: 38 pages.
This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. "Marketing Communication" investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.
Published by Psychology Press on 07/17/2019
Book details: 389 pages.