UID:
almafu_9960947823802883
Format:
1 online resource (100 pages)
ISBN:
1-80356-000-2
Content:
Brand Management discusses several issues of marketing management within the limits of marketing communication. Chapters address such topics as Internet marketing, the transition from offline to online in the process of building brand equity, standardization versus adaptation of brand elements in international markets, and "living" the brand.
Note:
1. Introductory Chapter: Brand Management as Part of Corporate Identity -- 2. Internet Marketing -- 3. Perspective Chapter: The Transition from Offline to Online Marketing Strategies to Build Brand Equity -- 4. Perspective Chapter: A Systematic Review and Research Agenda on Standardization versus Adaptation of Brand Elements in International Markets -- 5. Perspective Chapter: Living the Brand.
,
In English.
Additional Edition:
ISBN 1-80355-999-3
Language:
English
