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totalt 33 treff
Brand Portfolio Strategy
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio …
Brand Relevance
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens …
Creating Signature Stories
Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories—intriguing, …
Building Strong Brands
Using real brand-building case studies, this groundbreaking book describes how companies can increase brand identity by thinking 'out-of-the-box'.
BRAND LEADERSHIP
The leading consultant on branding returns with an instant classic: a top to bottom guide to winning the battle of the brands
Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the …
Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the …
Managing Brand Equity
The most important assets of any business are intangible: its company name, brands, symbols and slogans and their underlying association, perceived quality, name awareness, and …
Three Threats to Brand Relevance
"e;Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged …
Spanning Silos
Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the …
Strategic Market Management
Strategic Market Management helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with …
Essentials of Marketing Research, 2nd Edition with SPSS 17.0
Part I The Nature and Scope of Marketing Research.Chapter 1 A Decision–Making Perspective on Marketing Research. Learning Objectives. Introduction. Role of Marketing Research …