Managing brands in 4D : understanding perceptual, emotional, social and cul...

Livre | Pogorzelski, Jacek. Auteur | 2018

Brand management : mastering research, theory and practice / Tilde Heding, ...

Livre | Heding, Tilde. Auteur | 2020 - Third Edition.

La quatrième de couverture indique : "Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Goin...

Ingredient branding : making the invisible visible / Philip Kotler, Waldema...

Livre | Kotler, Philip (1931-....). Auteur | 2010

Construire une marque leader : comment faire s'épanouir la relation entre u...

Livre | Goblet, Yves. Auteur | 2014

La 4e de couverture indique : "Lorsqu'une entreprise perd des parts de marché, c'est souvent parce qu'elle a «oublié» de s'intéresser au consommateur. Et donner une orientation marketing à son entreprise pour construire une ma...

Disruptive branding : how to win in times of change / Jacob Benbunan, Gabor...

Livre | Benbunan, Jacob. Auteur | 2019

Introduction : why it is vital to explore disruptive branding. Convergence and divergence : what change means for brands. What makes you tick : define what drives your organization. Strategy made visible : bring your idea alive th...

Global brand strategy : world-wise marketing in the age of branding / Jan-B...

Livre | Steenkamp, Jan-Benedict E.M. (19..-....) | 2017

"Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so th...