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Global Brand Management

A Guide to Developing, Building & Managing an International Brand
BuchGebunden
328 Seiten
Englisch
Kogan Pageerschienen am03.11.2019
Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.mehr
Verfügbare Formate
BuchGebunden
EUR162,50
TaschenbuchKartoniert, Paperback
EUR58,00
E-BookEPUBDRM AdobeE-Book
EUR56,99

Produkt

KlappentextHone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.
Details
ISBN/GTIN978-1-78966-040-1
ProduktartBuch
EinbandartGebunden
FormatGenäht
Erscheinungsjahr2019
Erscheinungsdatum03.11.2019
Seiten328 Seiten
SpracheEnglisch
MasseBreite 170 mm, Höhe 244 mm, Dicke 27 mm
Gewicht726 g
Artikel-Nr.52929319
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Section - ONE: Theoretical and strategic foundations;Chapter - 01: A definition of brands and branding;Chapter - 02: The strategic role branding plays;Chapter - 03: Internal branding vs. external branding;Chapter - 04: MarTech, Programmatic, and more technological innovations;Section - TWO: Practical and tactical applications;Chapter - 05: Brand foundational development;Chapter - 06: Brand actualization;Chapter - 07: Branding and the marketing communication ecosystem;Chapter - 08: Brand management;Section - THREE: Branding issues and opportunities;Chapter - 09: Branding in a global economy;Chapter - 10: Brand architecture;Chapter - 11: Speciality application areas;Chapter - 12: Digital asset management (of branding elements)mehr

Schlagworte

Autor

Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders. Ilan Geva is Adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and several internationally renowned agencies. He currently runs Ilan Geva & Friends, a leading branding consultancy based in Chicago.
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